Greenwashing effect of company propaganda, influence decision on buying behavior for gen Z in Jakarta
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Institusion
Sekolah Tinggi Manajemen Ipmi
Author
Hazazi, Alziro Adnan
Subject
H Social Sciences (General)
Datestamp
2022-11-09 03:35:33
Abstract :
Greenwashing is the practice of creating a false impression or providing misinformation about how a company's products are better for the environment. This waste has a negative economic impact on the country and its citizens. In terms of plastic garbage, Indonesia presently creates 6.8 million tonnes of plastic waste per year, with just approximately 10% ending up in recycling facilities. While it is difficult to reduce plastic waste in Indonesia and its waters also cases of greenwashing are now increasingly happening, such as in the fast-fashion. This final project aims to make a proposal to analyze the impact of the greenwashing company propaganda, influence decision, is affected on buying behavior on Gen Z's customer in Jakarta. This research study covers all aspects from research to development. The method used the quantitative approach, primary data was gathered by distributing online questionnaires with a total of 112 respondents statistically analyzed in SPSS 25 using the multiple regression analysis. The results revealed that company propaganda and influence decision has positive and significant effect towards buying behavior.
Greenwashing is the practice of creating a false impression or providing misinformation about how a company's products are better for the environment. This waste has a negative economic impact on the country and its citizens. In terms of plastic garbage, Indonesia presently creates 6.8 million tonnes of plastic waste per year, with just approximately 10% ending up in recycling facilities. While it is difficult to reduce plastic waste in Indonesia and its waters also cases of greenwashing are now increasingly happening, such as in the fast-fashion. This final project aims to make a proposal to analyze the impact of the greenwashing company propaganda, influence decision, is affected on buying behavior on Gen Z's customer in Jakarta. This research study covers all aspects from research to development. The method used the quantitative approach, primary data was gathered by distributing online questionnaires with a total of 112 respondents statistically analyzed in SPSS 25 using the multiple regression analysis. The results revealed that company propaganda and influence decision has positive and significant effect towards buying behavior.
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