Predicting the Use of Excessive Product Packaging on Green Brand Equity with Greenwashing and Green Skepticism as Mediating Variables on Avoskin's Green Purchasing Behavior in Indonesia

Abstract

The increased public awareness and demand for environmentally friendly products have encouraged companies to pay more attention to green marketing practices. However, studies show that the practice of Excessive Packaging Product (EPP), Greenwashing and Green Skepticism (GS) can reduce the value of a company's green brand. This has a negative impact on consumer purchase interest in these green products. This study examines the effect of EPP, Greenwashing, on GBE and GPB consumers on Avoskin products in Indonesia. The theory used is Social Congnitive Theory (SCT) which focuses on the interaction between congnitive, behavioral and social environments holistically which influence each other. This research design is quantitative with associative research methods using cross sectional, by distributing a sample of 122 respondents and measured using a 5-point Likerts scale. The results of this study are expected that EPP has a positive effect on GBE, Greenwashing and GS act as mediating variables that weaken the effect of EPP on GBE. In addition, GBE has a positive effect on GPB. This study confirms that green marketing practices need to be carried out consistently, honestly, and transparently in order to maintain GBE and increase consumer purchasing interest.

Keywords: Excessive Packaging Product; Greenwashing; Green Skepticsm; Green Brand Equity; Green Purchasing Behavior