The Effect of Greenwashing Practices and Product Quality on Consumer Satisfaction Moderated by Environmental Awareness (Study on Clothing Thrift at Pasar Senen)
DOI:
https://doi.org/10.59890/ijmbi.v4i3.20Keywords:
Greenwashing, Product Quality, Consumer Satisfaction, Environmental AwarenessAbstract
The present study evaluates the influence of perceived greenwashing and product quality in shaping consumer satisfaction., moderated by environmental awareness, among thrift clothing consumers at Pasar Senen, Jakarta. Using Structural Equation Modeling (SEM) via SmartPLS, the responses were obtained from a sample of 175 participants through purposive sampling. Results show that greenwashing does not significantly affect consumer satisfaction, while product quality has a significant effect, reflecting the expectancy confirmation dynamic of thrift markets. Environmental awareness positively influences consumer satisfaction and moderates the product quality–satisfaction relationship, but does not moderate the greenwashing–satisfaction relationship. The R²=10.3% indicates additional influencing factors. These findings affirm that transparency in product quality and environmental claims is essential for building sustainable consumer satisfaction in the thrift clothing industry.
References
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211. https://doi.org/10.1016/0749-5978(91)90020-T
Arif, A. (2024, July 17). Industri Pakaian Gelontorkan Jutaan Ton Limbah Plastik ke Lingkungan. Kompas.Id.
Brian, R. (2019). Pengaruh Green Hotel Practice Terhadap Kepuasan Konsumen Pada Hotel Budget di Jakarta. In Jurnal Pesona Hospitality (Vol. 12, Number 1).
de Freitas Netto, S. V., Sobral, M. F. F., Ribeiro, A. R. B., & Soares, G. R. da L. (2020). Concepts and forms of greenwashing: A systematic review. Environmental Sciences Europe, 32, 1–12.
Garvin, D. (1987). Competing on the eight dimensions of quality. Harv. Bus. Rev., 101–109.
GoodStats. (2023, June 2). Ada 49,4% Masyarakat Indonesia Pernah Melakukan Thrifting. Https://Data.Goodstats.Id/Statistic/Ada-494-Masyarakat-Indonesia-Pernah-Melakukan-Thrifting-SP7wi.
Gstngr, I., Diputra, A. W., & Yasa, N. N. (2021). THE INFLUENCE OF PRODUCT QUALITY, BRAND IMAGE, BRAND TRUST ON CUSTOMER SATISFACTION AND LOYALTY. In American International Journal of Business Management (AIJBM) (Vol. 4, Number 01).
Gultom, R. S. H., & Sakti, M. (2023). Praktirk Greenwashing: Perlindungan Hukum dan Tanggung Jawab Koperasi Ditinjau dari Hukum Indonesia. 4(3), 2746–5047. https://doi.org/10.55637/juinhum.4.3.8331.626-641
Hair, J. F., Ringle, C. M., & Sarstedt, M. (2011). PLS-SEM: Indeed a silver bullet. Journal of Marketing Theory and Practice, 19(2), 139–152.
Hudayah, S., Ramadhani, M. A., Sary, K. A., Raharjo, S., & Yudaruddin, R. (2023). Green perceived value and green product purchase intention of Gen Z consumers: Moderating role of environmental concern. Environmental Economics, 14(2), 87–102. https://doi.org/10.21511/ee.14(2).2023.07
Indriani. (2024). PENGARUH PERCEIVED INFORMATIVENESS KAMPANYE “THE POWER OF CLOTHING”, SIKAP TERHADAP FAST FASHION, DAN SIKAP TERHADAP GREENWASHING TERHADAP PERSEPSI GREEN BRAND UNIQLO. Https://Ejournal3.Undip.Ac.Id/Index.Php/Interaksi-Online/Article/View/47082/32029.
Ioannou, I., Kassinis, G., & Papagiannakis, G. (2023). The Impact of Perceived Greenwashing on Customer Satisfaction and the Contingent Role of Capability Reputation. Journal of Business Ethics, 185(2), 333–347. https://doi.org/10.1007/s10551-022-05151-9
Kollmuss, A., & Agyeman, J. (2002). Mind the Gap: Why do people act environmentally and what are the barriers to pro-environmental behavior? Environmental Education Research.
Kompas.com. (2025, March 8). Teknologi Daur Ulang Tekstil, Solusi Masa Depan untuk Limbah Industri Fashion. Https://Lestari.Kompas.Com/Read/2025/03/08/104446386/Teknologi-Daur-Ulang-Tekstil-Solusi-Masa-Depan-Untuk-Limbah-Industri-Fashion?Page=all.
Kotler, P., & Armstrong, G. (2012). Principles of Marketing.
Kotler, Philip., & Keller, K. Lane. (2012). Marketing management. Prentice Hall.
Kristanto, A., & Mazni, A. (2023). PENGARUH SISTEM MANAJEMEN PENGELOLAAN SAMPAH DAN KESADARAN LINGKUNGAN TERHADAP KEBERSIHAN LINGKUNGAN KOMPLEK PERKANTORAN DINAS/INSTANSI KABUPATEN LAMPUNG TIMUR. Jurnal Ilmiah Manajemen Management Sciences, 4(2).
Li, D., Jia, X., & Xin, L. (2015). A Literature Review of Corporate Greenwashing and Prospects. Foreign Economy Management, 86–69.
Mangini, E. R., Amaral, L. M., Conejero, M. A., & Pires, C. S. (2020). Greenwashing Study and Consumers’ Behavioral Intentions. CBR - Consumer Behavior Review, 4(3), 229. https://doi.org/10.51359/2526-7884.2020.244488
Naini, N. F., Sugeng Santoso, Andriani, T. S., Claudia, U. G., & Nurfadillah. (2022). The Effect of Product Quality, Service Quality, Customer Satisfaction on Customer Loyalty. Journal of Consumer Sciences, 7(1), 34–50. https://doi.org/10.29244/jcs.7.1.34-50
Ngo, T. T. A., Vo, C. H., Tran, N. L., Nguyen, K. V., Tran, T. D., & Trinh, Y. N. (2024). Factors influencing Generation Z’s intention to purchase sustainable clothing products in Vietnam. PLoS ONE, 19(12). https://doi.org/10.1371/journal.pone.0315502
Oliver, R. L. (1980). A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions. Journal of Marketing Research, 17(4), 460–469. https://doi.org/10.1177/002224378001700405
Paudel, P. (2024). EXPLORING THE IMPACT OF GREENWASHING AND SUSTAINABILITY AWARENESS ON THE PURCHASE DECISIONS OF GENERATION X AND GENERATION Y CONSUMERS IN THE FASHION INDUSTRY.
Rafly, M., & Hadita. (2024). Pengaruh Kualitas Produk Dan Harga Terhadap Pembelian Baju Bekas Atau Thrift Di Pasar Senen Jakarta Pusat. Wawasan : Jurnal Ilmu Manajemen, Ekonomi Dan Kewirausahaan, 2(2), 273–279. https://doi.org/10.58192/wawasan.v2i2.1848
Rahmola, M., Juanna, A., & Abdussamad, Z. K. (2022). Pengaruh Kualitas Produk Terhadap Kepuasan Konsumen Di Konveksi Aria Kaos Kota Gorontalo. JURNAL ILMIAH MANAJEMEN DAN BISNIS, 5, 2022. http://ejurnal.ung.ac.id/index.php/JIMB
Saleleng, N. C. M., Kojo, C., & Karuntu, M. (2014). Kualitas Produk dan Kualitas Pelayanan Pengaruhnya Terhadap Kepuasan Pelanggan Kartu Prabayar Telkomsel. Jurnal EMBA.
Sambo, E., Sunday, U. I., Mary, A. M., & John, F. (2022). Impact of Product Quality and Consumer Satisfication and Loyalty.
Simanjuntak, L. N., Kurniawati, L., Diva, M. A., & Wadyatenti, V. (2024). Pengaruh Greenwash terhadap Green Purchase Intention yang Dimediasi oleh Green Trust dan Green Skepticism (Studi pada Konsumen Galon Sekali Pakai Le Minerale di Yogyakarta) (Vol. 4).
SIPSN. (2023). Sistem Informasi Pengelolaan Sampah Nasional. Https://Sipsn.Menlhk.Go.Id/Sipsn/.
Stern, P. C. (1999). A value-belief-norm theory of support for social movements: The case of environmentalism. Human Ecology Review, 81–97.
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
Szabo, S., & Webster, J. (2021). Perceived Greenwashing: The Effects of Green Marketing on Environmental and Product Perceptions. Journal of Business Ethics, 171(4), 719–739. https://doi.org/10.1007/s10551-020-04461-0
Tjiptono, F., & Chandra, G. (2011). Service, quality & satisfaction edisi 3. Yogyakarta: Andi, 1.
Trisnadi, M. F. (2025, January 24). Fast Fashion: Tren Modis dengan Harga Ekologis. Https://Djpb.Kemenkeu.Go.Id/.
Wang, J., Pham, T. L., & Dang, V. T. (2020). Environmental consciousness and organic food purchase intention: A moderated mediation model of perceived food quality and price sensitivity. International Journal of Environmental Research and Public Health, 17(3). https://doi.org/10.3390/ijerph17030850
Wang, Y. M., Zaman, H. M. F., & Alvi, A. K. (2022). Linkage of Green Brand Positioning and Green Customer Value With Green Purchase Intention: The Mediating and Moderating Role of Attitude Toward Green Brand and Green Trust. SAGE Open, 12(2). https://doi.org/10.1177/21582440221102441
Zhang, L., Li, D., Cao, C., & Huang, S. (2018). The influence of greenwashing perception on green purchasing intentions: The mediating role of green word-of-mouth and moderating role of green concern. Journal of Cleaner Production, 187, 740–750. https://doi.org/https://doi.org/10.1016/j.jclepro.2018.03.201
Zioło, M., Bąk, I., & Spoz, A. (2024). Literature review of greenwashing research: State of the art. Corporate Social Responsibility and Environmental Management. https://doi.org/10.1002/csr.2842
