The Influence of Greenwashing on Green Purchase Behavior Using Expectations Confirmation Theory

There is a lot of evidence about the negative impact of greenwashing as a marketing strategy. Consumers have a high perception of sustainable products, even on products whose labels are not known to be true. This study aims to determine the effect of greenwashing on green brand image, green brand love, and green purchase behavior using Expectations Confirmation Theory. The study used purposive sampling with the criteria that consumers had purchased green-labeled food products for a maximum of 3 months and respondents were post-millennials born in 1996–2018. The study was conducted on 120 respondents through an online survey and analyzed using PLS-SEM with the smartPLS 3.0 analysis tool. The results of the study showed that of the five hypotheses, only one was significant. This shows that greenwashing in post-millennial consumers in developing countries has no effect on their purchasing behavior and the green brand image built by the company has succeeded in encouraging consumers to buy their products. Future research can expand the focus on the role of price in encouraging green product purchases, as well as examine new approaches to increase consumers' emotional attachment to green brands without ignoring economic aspects. The research is expected to be able to examine knowledge about green products and trust in green products as moderating or mediating variables.