Pengaruh Greenwashing dan Skeptisisme Hijau terhadap Word of mouth pada konsumen H&M Conscious di kalangan Milenial dan Gen Z di Jabodetabek

Azhiima, Wardah Nurul (2025) Pengaruh Greenwashing dan Skeptisisme Hijau terhadap Word of mouth pada konsumen H&M Conscious di kalangan Milenial dan Gen Z di Jabodetabek. Tugas Akhir (S1) - thesis, Universitas Bakrie.

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Abstract

This study aims to examine the influence of greenwashing perceptions and green skepticism on negative word of mouth (WOM) among H&M Conscious consumers from millennial and Gen Z generations, particularly in the Greater Jakarta area. Increasing environmental awareness among the younger generation makes them more sensitive to greenwashing practices, which can trigger skepticism and lead to the spread of negative opinions. This study used a quantitative method with a purposive sampling technique. 110 respondents were millennial and Gen Z consumers who knew or had purchased H&M Conscious products in the Greater Jakarta area. Data analysis was conducted using crosstabulation as a preliminary analysis to explore relationships between variables, followed by ordinal logistic regression with the help of SPSS version 27. The results showed that greenwashing perceptions did not have a significant direct effect on negative word of mouth (p = 0.385). Green skepticism had a positive and significant effect on negative word of mouth (p = 0.007). Simultaneously, both variables had a significant effect on negative word of mouth (p = 0.000). The Nagelkerke R-Square value was 21.3%. These findings suggest that the perception of greenwashing does not directly trigger negative word of mouth, while green skepticism is proven to have a significant effect and is the primary driver for consumers to spread negative information. Keywords: Greenwashing, Green Skepticism, Negative Word of Mouth, H&M Conscious, Millennials, Generation Z

Item Type:	Thesis (Tugas Akhir (S1) - )
Uncontrolled Keywords:	Greenwashing, Green Skepticism, Negative Word of Mouth, H&M Conscious, Millennials, Generation Z
Subjects:	Marketing > Branding (Marketing) Management Marketing Thesis > Thesis (S1)
Divisions:	Fakultas Ekonomi dan Ilmu Sosial > Program Studi Manajemen
Depositing User:	Wardah Nurul Azhiima
Date Deposited:	15 Sep 2025 09:25
Last Modified:	15 Sep 2025 09:25
URI:	https://repository.bakrie.ac.id/id/eprint/12649

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