•  
  •  
 

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.

References

Aaker, D. A., & Biel, A.L. (2013). Brand Equity & Advertising: Advertising's Role in Building Strong Brands. New York: Psychology Press.

Acharya, A. S., Prakash, A., Saxena, P., & Nigam, A. (2013). Sampling: why and how of it? Indian Journal of Medical Specialities, 4(2), 330-333. https://doi.org/10.7713/ijms.2013.0032

Aeni, N., & Ekhsan, M. (2021). Pengaruh Brand Image Terhadap Keputusan Pembelian yang di Mediasi Brand Trust. Jesya (Jurnal Ekonomi dan Ekonomi Syariah), 4(1), 377-386.https://doi.org/10.36778/jesya.v4i1.277

Agustini, M. Y. (2019). Green Marketing: The Context of Indonesia and Philippines. Sunnyvale: LAP Lambert Academic.

Alamsyah, D. P., Othman, N. A., & Mohammed, H. A. A. (2020). The awareness of environmentally friendly products: The impact of green advertising and green brand image. Management Science Letters, 10(9), 1961-1968. https://doi.org/10.5267/j.msl.2020.2.017

Amron, A. (2018). The influence of brand image, brand trust, product quality, and price on the consumer’s buying decision of MPV Cars. European Scientific Journal, ESJ, 14(13), 228-239. https://doi.org/10.19044/esj.2018.v14n13p228

Assaker, G., O’Connor, P., & El-Haddad, R. (2020). Examining an integrated model of green image, perceived quality, satisfaction, trust, and loyalty in upscale hotels. Journal of Hospitality Marketing & Management, 29(8), 934–955. https://doi.org/10.1080/19368623.2020.1751371

Astini, R. (2017). Implikasi green brand image, green satisfaction dan green trust terhadap loyalitas pelanggan (Studi kasus pada konsumen AMDK galon merk AQUA di wilayah Serpong Utara). Jurnal Manajemen, 20(1), 19-34 https://doi.org/10.24912/jm.v20i1.63

Atkinson, L., & Kim, Y. (2015). “I drink it anyway and I know I shouldn’t”: Understanding green consumers’ positive evaluations of norm-violating non-green products and misleading green advertising. Environmental Communication, 9(1), 37-57. https://doi.org/10.1080/17524032.2014.932817

Bashir, S., Khwaja, M. G., Rashid, Y., Turi, J. A., & Waheed, T. (2020). Green brand benefits and brand outcomes: The mediating role of green brand image. SAGE Open, 10(3). https://doi.org/10.1177/2158244020953156

Casalegno, C., Candelo, E., & Santoro, G. (2022). Exploring the antecedents of green and sustainable purchase behaviour: A comparison among different generations. Psychology & Marketing, 39(5), 1007-1021. https://doi.org/10.1002/mar.21637

Chairunnisa, S. S., Jahroh, S., & Fahmi, I. (2019). How important is green marketing mix for consumer? Lesson from The Body Shop. Jurnal Manajemen, 23(2), 321-337. https://doi.org/10.24912/jm.v23i2.504

Chan, T. J., Selvakumaran, D., Idris, I., & Adzharuddin, N. A. (2021). The influence of celebrity endorser characteristics on brand image: A case study of Vivo. SEARCH Journal of Media and Communication Research, 13(3), 19-34.

Chen, Y. S., Lin, C. Y., & Weng, C. S. (2015). The influence of environmental friendliness on green trust: The mediation effects of green satisfaction and green perceived quality. Sustainability (Switzerland), 7(8), 10135-10152. https://doi.org/10.3390/su70810135

Collier, J. E. (2020). Applied Structural Equation Modeling using AMOS: Basic to Advanced Techniques. New York: Routledge https://doi.org/10.4324/9781003018414

Dande, R. (2012). The rise of green advertising. Journal of Mass Communication and Journalism, 2(10), 1-4. https://doi.org/10.4172/2165-7912.1000133

DeFleur, M. L., Ball-Rokeach, S. (2016). Theories of Mass Communication. Longman.

DeFleur, M. L., & DeFleur, M. H. (2022). Mass Communication Theories: Explaining Origins, Processes, and Effects. New York: Routledge https://doi.org/10.4324/9781003083467

Dwipamurti, I. G. A. N., Mawardi, M. K., & Nuralam, I. P. (2018). The effect of green marketing on brand image and purchase decision (Study on consumer of Starbucks café Ubud, Gianyar Bali). Jurnal Administrasi Bisnis (JAB), 61(3), 57-64.

El Naggar, R. A., & Bendary, N. (2017). The impact of experience and brand trust on brand loyalty, while considering the mediating effect of brand Equity dimensions, an empirical study on mobile operator subscribers in Egypt. The Business and Management Review, 9(2), 16-25.

Fernandes, E., Semuel, H., & Adiwijaya, M. (2020). The Influence of Social Media Advertising on Purchase Intention Through Utilitarian and Hedonic Shopping Motivation. IJBS, 3(1), 23-36.

Guerreiro, J., & Pacheco, M. (2021). How green trust, consumer brand engagement and green word-of-mouth mediate purchasing intentions. Sustainability (Switzerland), 13(14), 1-13. https://doi.org/10.3390/su13147877

Hameed, I., & Waris, I. (2018). Eco labels and Eco Conscious Consumer Behavior: The Mediating Effect of Green Trust and Environmental Concern. Journal of Management Sciences, 5(2), 86–105. https://doi.org/10.20547/jms.2014.1805205

Haytko, D. L., & Matulich, E. (2008). Green advertising and environmentally responsible consumer behaviors: Linkages examined. Journal of Management and Marketing Research, 1(1).

Hair, J.F., Black, W.C., Babin, B.J. & Anderson, R.E. (2010). Multivariate Data Analysis: A Global Perspective. NJ: Prentice Hall.

Huang, J., & Darmayanti, D. (2014). Factors affecting scepticism toward green advertising: A study of university students in Jakarta. Journal of Business Strategy and Execution, 7(1), 23-44.

Hussain, M. Azhar., Khokhar, M. Fayyaz., & Asad, Ali. (2014). Green awareness effects on consumers’ purchasing decision: A case of Pakistan. Global Journal of Management and Business Research, 14(6), 9-15.

Kanchanapibul, M., Lacka, E., Wang, X., & Chan, H. K. (2014). An empirical investigation of green purchase behaviour among the young generation. Journal of Cleaner Production, 66, 528–536. https://doi.org/10.1016/j.jclepro.2013.10.062

Keller, K. L., & Swaminathan, V. (2013). Strategic brand management: Building, measuring, and managing brand equity (4th Ed.). Pearson Education Limited

Keller, K. L., & Swaminathan, V. (2020). Strategic brand management: Building, measuring, and managing brand equity (5th ed.). Pearson.

Khandelwal, U., Kulshreshtha, K., & Tripathi, V. (2019). Importance of consumer-based green brand equity: Empirical evidence. Paradigm, 23(1), 83-97. https://doi.org/10.1177/0971890719844428

Kim, D. H., Sung, Y. H., & Um, N.H. (2019). Actual dove versus ideal l’oréal: Impact of self-related brand image on advertising persuasiveness. Journal of Marketing Communications, 25(5), 535–552. https://doi.org/10.1080/13527266.2018.1561496

Kim, Y. J., & Yoon, H. J. (2017). Predicting green advertising attitude and behavioral intention in South Korea. Social Behavior and Personality, 45(8). https://doi.org/10.2224/sbp.5675

Kirgiz, A. C. (2016). Green marketing: A case study of the sub-industry in Turkey. In Green Marketing: A Case Study of the Sub-Industry in Turkey. https://doi.org/10.1057/9781137535894

Krstić, J., Kostić-Stanković, M., & Cvijović, J. (2021). Green advertising and its impact on environmentally friendly consumption choices-A review. Industrija, 49(1), 93-110. https://doi.org/10.5937/industrija49-31692

Lantieri, T., & Chiagouris, L. (2009). Brand trust in an age without trust: Expert opinions. Journal of Consumer Marketing, 26(2). https://doi.org/10.1108/07363760910940447

Lauwrensia, A. P., & Ariestya, A. (2022). The green storytelling marketing: influencing consumer purchase decision through environmental consciousness. Jurnal Komunikasi Profesional, 6(1). https://doi.org/10.25139/jkp.v6i1.4390

Lee, Y. H., & Chen, S. L. (2019). Effect of green attributes transparency on wta for green cosmetics: Mediating effects of CSR and green brand concepts. Sustainability (Switzerland), 11(19). https://doi.org/10.3390/su11195258

Lestari, E. R., Putri, H. K., Anindita, C., & Laksmiari, M. B. (2020). Pengaruh green product (minuman ramah lingkungan), green advertising, dan kepedulian lingkungan terhadap green trust dan implikasi terhadap minat beli. Jurnal Teknologi Pertanian, 21(1). https://doi.org/10.21776/ub.jtp.2020.021.01.1

Levine, T. R. (2019). Duped: Truth-default theory and the social science of lying and deception. University Alabama Press.

Luo, B., Sun, Y., Shen, J., & Xia, L. (2020). How does green advertising scepticism on social media affect consumer intention to purchase green products? Journal of Consumer Behaviour, 19(4), 371-381. https://doi.org/10.1002/cb.1818

Maharani, T. A., Shalahuddin, A., Listiana, E., Hasanudin, H., & Fauzan, R. (2023). How does green attitude, green advertising, and environmental awareness impact on green purchase intention?. Enrichment: Journal of Management, 13(5), 2838-2850.

Malhotra, N. (2019). Marketing research: An applied orientation. India: Pearson.

Mohajan, H. K. (2020). Quantitative research: A successful investigation in natural and social sciences. Journal of Economic Development, Environment and People, 9(4), 50-79.

Morissan, M. (2020). The influence of anti-smoking campaign on desire to quit smoking in Indonesia. Profetik: Jurnal Komunikasi, 13(1), 5-24 https://doi.org/10.14421/pjk.v13i1.1682

Nagar, K. (2015). Modeling the effects of green advertising on brand image: Investigating the moderating effects of product involvement using structural equation. Journal of Global Marketing, 28(3–5). https://doi.org/10.1080/08911762.2015.1114692

Neuman, W. L. (2013). Social Research Methods: Qualitative and Quantitative Approaches (7th ed). Pearson Education Limitedpurb

Pawitaningtyas, M. R., Kumadji, S., & Sunarti. (2015). Pengaruh green advertising terhadap citra merek serta dampaknya pada keputusan pembelian (Survei pada pengunjung perpustakaan umum dan arsip kota Malang konsumen air mineral kemasan botol Aqua). Jurnal Administrasi Bisnis, 25(1), 1-7.

Pimonenko, T., Bilan, Y., Horák, J., Starchenko, L., & Gajda, W. (2020). Green brand of companies and greenwashing under sustainable development goals. Sustainability, 12(4), 1679. https://doi.org/10.3390/su12041679

Purbasari, H., & Kristiana, N. (2021). Perancangan Desain Kemasan Palette Kosmetik Refill sebagai Kampanye Ramah Lingkungan. BARIK, 3(1), 248-262.

Rahayu, L. M. P., Abdillah, Y., & Mawardi, M. K. (2017). Pengaruh green marketing terhadap keputusan pembelian konsumen (Survei pada konsumen The Body Shop di Indonesia dan di Malaysia). Jurnal Administrasi Bisnis, 43(1).

Rosalina, S. (2016). Analisa pengaruh product image terhadap purchase intention dengan trust sebagai variabel intervening pada Blesscon PT. Superior Prima Sukses. Jurnal Manajemen Pemasaran Petra, 1(1).

Sandi, A., Sabarno, H., Tasya Aulia, N., Amareta, N., & Munawar, F. (2021). Toward green purchase intention in eco-friendly product: The role of green advertising effectiveness, green perceived value and green trust. Review of International Geographical Education (RIGEO), 11(8).

Sariputri, I. D. A., Lapian, J. S., & Tielung, M. V. (2019). The Influence of Green Advertising and Green Claim toward Green Trust with Misleading Environmental Claim as Intervening Variable of Aqua Product on Faculty of Economics and Business Unsrat Student. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi, 7(3). https://doi.org/10.35794/emba.v7i3.24198

Sarmiento-Guede, J. R., Antonovica, A., & Antolín-Prieto, R. (2021). The green image in the spanish hotel sector: Analysis of its consequences from a relational perspective. Sustainability (Switzerland), 13(9). https://doi.org/10.3390/su13094734

Schmuck, D., Matthes, J., Naderer, B., & Beaufort, M. (2018). The effects of environmental brand attributes and nature imagery in green advertising. Environmental Communication, 12(3). https://doi.org/10.1080/17524032.2017.1308401

Shalsabila, A., & Suyanto. (2020). Pengaruh Iklan Nivea #EXTRACARE terhadap Kepercayaan Diri Perempuan di Kota Pekanbaru. JOM FISIP, 7(2), 1-11.

Siwandana, I., & Wardana, I. (2017). Peran green trust memediasi pengaruh green brand image terhadap green brand equity pada produk hijau. E-Jurnal Manajemen Universitas Udayana, 6(4).

Sun, Y., Luo, B., Wang, S., & Fang, W. (2021). What you see is meaningful: Does green advertising change the intentions of consumers to purchase eco-labeled products? Business Strategy and the Environment, 30(1). https://doi.org/10.1002/bse.2648

Taylor, C. R., Franke, G. R., & Bang, H. K. (2006). Use and effectiveness of billboards perspectives from selective-perception theory and retail-gravity models. Journal of Advertising, 35(4). https://doi.org/10.2753/JOA0091-3367350402

Winangun, M. S., & Nurcaya, N. (2020). Peran green trust memediasi pengaruh green brand image terhadap green brand equity produk Bali Ratih. E-Jurnal Manajemen Universitas Udayana, 9(5). https://doi.org/10.24843/ejmunud.2020.v09.i05.p12

Wu, L., & Liu, Z. (2022). The influence of green marketing on brand trust: The mediation role of brand image and the moderation effect of greenwash. Discrete Dynamics in Nature and Society, 2022(1), 6392172. https://doi.org/10.1155/2022/6392172

Xue, F. (2014). It Looks Green: Effects of green visuals in advertising on Chinese consumers’ brand perception. Journal of International Consumer Marketing, 26(1). https://doi.org/10.1080/08961530.2014.848094

Yang, Y. C., & Zhao, X. (2019). Exploring the relationship of green packaging design with consumers’ green trust, and green brand attachment. Social Behavior and Personality, 47(8). https://doi.org/10.2224/sbp.8181

Yosephine, M., & Agustini, D. H. (2019). Green marketing - The context of Indonesia and Philipphines. Lambert Academic Publishing.

Download

Share

COinS