Pengaruh Pemasaran Ramah Lingkungan dan Greenwashing terhadap Pembelian Mobil Listrik di Indonesia

Zidan Fathullah Mahransyah; Willy Arafah

Authors

Zidan Fathullah Mahransyah Program Studi Manajamen, Fakultas Ekonomi dan Bisnis, Universitas Trisakti, Indonesia
Willy Arafah Program Studi Manajamen, Fakultas Ekonomi dan Bisnis, Universitas Trisakti, Indonesia

Keywords:

Consumer Trust, Purchase Behavior, Electric Cars, Sustainable Marketing, Environmental Claims

Abstract

This study examined the effects of green marketing and greenwashing on consumer trust and the impact of consumer trust on purchase behavior in the context of electric car purchase intention in Indonesia. The study used a causal descriptive design with a cross-sectional approach and collected primary data through questionnaires from 160 respondents selected by purposive sampling. The findings showed that green marketing did not have a significant effect on consumer trust, indicating that environmentally friendly promotional messages alone were not sufficient to build trust. Greenwashing, however, showed a significant positive effect on consumer trust, suggesting that many consumers still responded positively to environmental claims despite the possibility of exaggerated or misleading messages. In addition, consumer trust had a significant positive effect on purchase behavior, which confirmed that trust was a key factor in encouraging the intention to purchase electric cars. These results suggested that companies needed to strengthen credible environmental commitments and provide transparent information in order to increase consumer confidence and support electric car adoption in Indonesia.

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