Eksplorasi Pengaruh Kemasan Berlebihan terhadap Ekuitas Merek Hijau: Mediating Effects of Greenwashing and Skepticism dalam Perilaku Konsumen Avoskin di Indonesia
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Abstract
Penelitian ini bertujuan untuk mengeksplorasi pengaruh kemasan berlebihan terhadap ekuitas merek hijau, serta memahami peran greenwashing dan skeptisisme konsumen sebagai mediator dalam konteks perilaku konsumen Avoskin di Indonesia. Desain penelitian ini yaitu kuantitatif dengan metode penelitian asosiatif menggunakan cross sectional, dengan menyebarkan sampel sebanyak 122 responden dan diukur menggunakan skala likerts 5 poin dan data dikumpulkan dari 100 responden yang telah membeli produk Avoskin minimal dua kali. Penelitian ini menggunakan teknik partial least squares regression. Hasil analisis menunjukkan bahwa kemasan berlebihan memiliki pengaruh positif yang signifikan terhadap ekuitas merek hijau, sementara greenwashing berfungsi sebagai mediator yang memperkuat dampak negatif tersebut. Selain itu, tingkat skeptisisme konsumen berkontribusi pada persepsi negatif terhadap praktik pemasaran hijau. Kesimpulannya, perusahaan perlu mengadopsi praktik pemasaran yang transparan dan konsisten untuk membangun kepercayaan serta meningkatkan minat beli konsumen terhadap produk ramah lingkungan. Studi ini mengkonfirmasi bahwa praktik pemasaran hijau perlu dilakukan secara konsisten, jujur, dan transparant agar mampu mempertahankan GBE dan meningkatkan minat pembelian konsumen.
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