GENERATION Y AND Z GREENWASHING PERSPECTIVES ON RETAIL PRODUCT

Abstract

The purpose of this study is to examine the effect of greenwashing towards purchase intention, which is mediated by green consumer confusion, green perceived risk, and green trust. This research utilizes a quantitative approach. The questionnaire was distributed used an online questionnaire that spread through social media with generation y and generation z who live in Greater Jakarta as the target respondent. A recent study applied convenience sampling and multiplying the ratio of cases (N) to the number of measuring questions to get the total respondent number. There were 257 respondents as a sample size of the research and through validity and reliability analysis processed by statistical software using factor analysis and structural equation modeling. The findings show that greenwashing positively influences green consumer confusion and green perceived risk but does not significantly influence green trust directly. Green consumer confusion and green perceived risk negatively influence green trust. Furthermore, green trust indicates a significant positive influence on purchase intention.