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Jurnal Komunikasi Indonesia

Abstract

Green advertising has grown exponentially over the past few decades. Although there are a lot of proenvironment attitudes, there are also signs of distrust by the public towards green advertising, which is often perceived as deceptive. For that reason, this research was done to find out the effects of green advertising on green trust mediated by brand image using the Selective Influence Theory. This research used a quantitative approach with an explanative research type, which was done using a survey with an online questionnaire. The questionnaire is distributed to 394 respondents, with quota sampling, consisting of 197 generation Z and 197 generation Y. The hypothesis was tested with path analysis using the Structural Equation Model (SEM). The result showed that green advertising is effective in influencing green trust either directly or through brand image as mediation with a large effect of 0.72. This concluded the path model as a partial mediation. From the result, it is proven that green advertising with the main focus in product orientation is effective in Generation Y and Z. Therefore, this research contributed in proving green marketing communication and selective influence theory through the effectiveness of green advertising on brand image and green trust.

Bahasa Abstract

Iklan hijau telah berkembang pesat selama beberapa dekade terakhir. Meskipun terdapat banyak sikap yang menunjukkan pro terhadap isu lingkungan, ada juga tanda-tanda ketidakpercayaan dari masyarakat terhadap iklan hijau, yang sering dianggap sebagai sesuatu yang menyesatkan. Oleh karena itu, penelitian ini dilakukan untuk mengetahui dampak iklan hijau pada kepercayaan hijau yang dimediasi oleh citra merek menggunakan Teori Pengaruh Selektif. Penelitian ini menggunakan pendekatan kuantitatif dengan tipe penelitian eksplanatif, yang dilakukan dengan survei menggunakan kuesioner online. Kuesioner disebarkan kepada 394 responden dengan quota sampling, yang terdiri dari 197 generasi Z dan 197 generasi Y. Hipotesis diuji dengan analisis jalur menggunakan Model Persamaan Struktural (SEM). Hasil penelitian menunjukkan bahwa iklan hijau efektif dalam memengaruhi kepercayaan hijau baik secara langsung maupun melalui citra merek sebagai mediasi dengan efek besar sebesar 0.72. Hal tersebut membuktikan model jalur sebagai mediasi parsial. Dari hasil penelitian, juga terbukti bahwa iklan hijau dengan fokus utama pada orientasi produk efektif pada Generasi Y dan Z. Oleh karena itu, penelitian ini berkontribusi dalam membuktikan komunikasi pemasaran hijau dan teori pengaruh selektif melalui efektivitas iklan hijau pada citra merek dan kepercayaan hijau.

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