Article Sidebar

Download
PDF
Statistic
Read Counter : 89 Download : 35

Downloads

Download data is not yet available.

Main Article Content

Abstract

This study aims to analyze the influence of greenwashing, consumer trust, and green brand image on the repurchase intention of green skincare products among Generation Z in West Sumatra Province. This study uses a quantitative approach with purposive sampling technique, which is the determination of samples based on certain criteria relevant to the research objectives, including respondents aged 18–26 years (Generation Z), active use of green skincare products for at least three months, and residing in the West Sumatra region. Data were obtained from 260 respondents and analyzed using Structural Equation Modeling (SEM). The findings indicate that greenwashing has a negative and significant effect on repurchase intention, suggesting that misleading or exaggerated sustainability claims reduce consumer interest in repurchasing. Conversely, consumer trust and green brand image positively and significantly affect repurchase intention, implying that confidence in sustainability claims and positive perceptions of green brand image foster repeat purchase behavior. However, the study reveals that green brand image does not mediate the relationship between greenwashing and repurchase intention but strengthens the influence of consumer trust. The study concludes that building consumer trust and reinforcing a credible green brand image are essential strategies for companies seeking to enhance consumer loyalty and long-term engagement in the growing sustainable skincare market.

Keywords

Consumer Trust Green Brand Image Green Skincare Greenwashing Repurchase Intention

Article Details

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.

How to Cite
Supryanita, R., Yasri, & Rasyid, R. (2026). The Influence of Greenwashing and Consumer Trust on Green Skincare Repurchase Intention through Green Brand Image among Gen Z in West Sumatra. Ilomata International Journal of Management, 7(1), 365-380. https://doi.org/10.61194/ijjm.v7i1.1955

References

  1. Agyekum, E. B., Ali, E. B., & Kumar, N. M. (2021). Clean energies for Ghana—An empirical study on the level of social acceptance of renewable energy development and utilization. Sustainability (Switzerland), 13(6). https://doi.org/10.3390/su13063114
  2. Ahmad, M., Khandekar, K., Wasankar, V., Pancholi, D., & Singh, S. (2024). A study on the consumer buying behavior as an effect due to brand puffery. PRAYUKTI Journal of Management Applications, 04(01), 72–78. https://doi.org/10.52814/pjma.2024.4109
  3. Akturan, U. (2018). How does greenwashing affect green branding equity and purchase intention? An empirical research. Marketing Intelligence and Planning, 36(7), 809–824. https://doi.org/10.1108/MIP-12-2017-0339
  4. Amalia, F. A., Sosianika, A., & Christabel, F. A. (2021). Green Purchase Intention of Indonesian Young Consumers: Extending VAB Framework. Journal of Marketing Innovation (JMI), 1(01), 1–17. https://doi.org/10.35313/jmi.v1i01.9
  5. Arikunto, S. (2015). Prosedur Penelitian: Suatu Pendekatan Praktik. Rineka Cipta. Jakarta.
  6. Chen, Y. S., Huang, A. F., Wang, T. Y., & Chen, Y. R. (2020). Greenwash and green purchase behaviour: the mediation of green brand image and green brand loyalty. Total Quality Management and Business Excellence, 31(1–2), 194–209. https://doi.org/10.1080/14783363.2018.1426450
  7. Chin, W. W. (1998). Modern Methods for Business Research (Vol. 295). : Taylor & Francis.
  8. Ensuncho, A. M. (2024). Impact of misleading advertising on consumer behavior and corporate image of organizations. European Public and Social Innovation Review, 9. https://doi.org/10.31637/epsir-2024-799
  9. Hair, J. F., Anderson, R. E., Babin, B. J., & Black, W. C. (2010). Multivariate data analysis: A global perspective (Vol. 7). Upper Saddle River, NJ: Pearson.
  10. Hameed, I., Hyder, Z., Imran, M., & Shafiq, K. (2021). Greenwash and green purchase behavior: an environmentally sustainable perspective. Environment, Development and Sustainability, 23(9), 13113–13134. https://doi.org/10.1007/s10668-020-01202-1
  11. Hellier, P. K., Geursen, G. M., Carr, R. A., & Rickard, J. A. (2023). Customer repurchase intention. European Journal of Marketing, 37(11/12), 1762–1800. https://doi.org/10.1108/03090560310495456
  12. Jabeen, R., Khan, K. U., Zain, F., & Atlas, F. (2023). Buy green only: Interplay between green marketing, corporate social responsibility and green purchase intention; the mediating role of green brand image. Business Strategy and Development, 6(3), 503–518. https://doi.org/10.1002/bsd2.258
  13. Kata Data. (2022). persepsi gen z dan gen y terhadap produk berkelanjutan.
  14. Khoiriah, R. I., & Imaningsih, E. S. (2025). Impact of Greenwashing , Subjective Norm , and Perceived Behavioral Control on Purchase Intention for Eco-Friendly Packaged Fast-Moving Consumer Goods : The Mediating Role of Green Trust. 3, 160–175.
  15. Kim, J. H., & Lee, H. C. (2019). Understanding the repurchase intention of premium economy passengers using an extended theory of planned behavior. Sustainability (Switzerland), 11(11). https://doi.org/10.3390/su11113213
  16. Lamb, C. W., Hair, J. F., & McDaniel, C. (2022). Principles of marketing. (Cengage Learning, Ed.).
  17. LIANG, Y., & CHENG, C. (2025). Greenwashing and Consumer Green Perceived Value: The Mediation Mechanism of Green Consumer Confusion and Green Perceived Risk. Journal of Environmental Management and Tourism, 16(2), 170. https://doi.org/10.14505/jemt.v16.2(78).07
  18. Loaiza-Ramírez, J. P., Moreno-Mantilla, C. E., & Reimer, T. (2022). Do consumers care about companies’ efforts in greening supply chains? Analyzing the role of protected values and the halo effect in product evaluation. Cleaner Logistics and Supply Chain, 3(December 2021). https://doi.org/10.1016/j.clscn.2021.100027
  19. Mamta, & Prakash, G. (2025). Publication trends and green cosmetics buying behaviour: A comprehensive bibliometric analysis. Heliyon, 11(2), e41513. https://doi.org/10.1016/j.heliyon.2024.e41513
  20. Mansoor, M., Saeed, A., Rustandi Kartawinata, B., & Naqi Khan, M. K. (2022). Derivers of green buying behavior for organic skincare products through an interplay of green brand evaluation and green advertisement. Journal of Global Fashion Marketing, 13(4), 328–343. https://doi.org/10.1080/20932685.2022.2085597
  21. Marsudi, D., Ahadiat, A., & Jimad, H. (2022). Analysis of the Effect of Motivation Factors and Hygiene Factors on Employee Performance with Job Satisfaction as a Mediation Factor. International Journal of Business, Management and Economics, 3(4), 401–418. https://doi.org/10.47747/ijbme.v3i4.938
  22. Mohd Suki, N. (2020). Green product purchase intention: impact of green brands, attitude, and knowledge. British Food Journal, 118(12), 2893–2910. https://doi.org/10.1108/BFJ-06-2016-0295
  23. Nguyen-Viet, B., Tran, C. T., & Ngo, H. T. K. (2024). Corporate social responsibility and behavioral intentions in an emerging market: The mediating roles of green brand image and green trust. Cleaner and Responsible Consumption, 12(December 2023), 100170. https://doi.org/10.1016/j.clrc.2024.100170
  24. Nuraeni, P., & Harsoyo, T. D. (2024). The Influence of Environmental Awareness, Consumption Values, and Price Perception on the Purchase Intention of Avoskin Green Skincare. East Asian Journal of Multidisciplinary Research, 3(7), 2941–2954. https://doi.org/10.55927/eajmr.v3i7.9922
  25. Raihana, J., & Purwanegara, M. S. (2023). Exploring The Impact of Perceived Greenwashing on Repurchase Intention of Green Personal Body Care Products. Indonesian Journal of Business and Entrepreneurship, 9(1), 152–162. https://doi.org/10.17358/ijbe.9.1.152
  26. Ruslim, T. S., Kartika, Y., & Hapsari, C. G. (2022). Effect Of Environmental Concern, Attitude, Subjective Norms, Perceived Behavioral Control And Availability On Purchase Of Green Skincare Products With Intention To Purchase As A Mediation Variable. Jurnal Ilmiah Manajemen Dan Bisnis, 8(1), 120. https://doi.org/10.22441/jimb.v8i1.14499
  27. Sagar, A., Jyothi, A., & Ranjith, P. V. (2025). GenZ prefers cosmetic brands that are focused on sustainability and environmental issues. BIO Web of Conferences, 151. https://doi.org/10.1051/bioconf/202515104007
  28. Shojaei, A. S., Barbosa, B., Oliveira, Z., & Coelho, A. M. R. (2024). Perceived greenwashing and its impact on eco-friendly product purchase. Tourism and Management Studies, 20(2), 1' – 12. https://doi.org/10.18089/tms.20240201
  29. Simanjuntak, M., Nafila, N. L., Yuliati, L. N., Johan, I. R., Najib, M., & Sabri, M. F. (2023). Environmental Care Attitudes and Intention to Purchase Green Products: Impact of Environmental Knowledge, Word of Mouth, and Green Marketing. Sustainability (Switzerland), 15(6). https://doi.org/10.3390/su15065445
  30. Sugiono. (2016). Metode Penelitian Kuantitatif, Kualitatif dan R&D (Issue April).
  31. Sun, Y., & Shi, B. (2022). Impact of Greenwashing Perception on Consumers’ Green Purchasing Intentions: A Moderated Mediation Model. Sustainability (Switzerland), 14(19). https://doi.org/10.3390/su141912119
  32. Tu, J. C., Cui, Y., Liu, L., & Yang, C. (2024). Perceived Greenwashing and Its Impact on the Green Image of Brands. Sustainability (Switzerland), 16(20), 1–17. https://doi.org/10.3390/su16209009
  33. VanderWeele, T. J., & Vansteelandt, S. (2022). A statistical test to reject the structural interpretation of a latent factor model. Journal of the Royal Statistical Society. Series B: Statistical Methodology, 84(5), 2032–2054. https://doi.org/10.1111/rssb.12555
  34. Wang, D., & Walker, T. (2023). How to Regain Green Consumer Trust after Greenwashing: Experimental Evidence from China. Sustainability (Switzerland), 15(19). https://doi.org/10.3390/su151914436
  35. Watson, A., Perrigot, R., & Dada, O. (2024). The effects of green brand image on brand loyalty: The case of mainstream fast food brands. Business Strategy and the Environment, 33(2), 806–819. https://doi.org/10.1002/bse.3523
  36. Wilson, A. E., Darke, P. R., & Sengupta, J. (2022). Winning the Battle but Losing the War: Ironic Effects of Training Consumers to Detect Deceptive Advertising Tactics. Journal of Business Ethics, 181(4), 997–1013. https://doi.org/10.1007/s10551-021-04937-7