PENGARUH GREENWASHING DAN KEPEDULIAN LINGKUNGAN TERHADAP NIAT INVESTASI HIJAU GENERASI Z

This study aims to analyze the influence of greenwashing and environmental awareness on Generation Z's green investment intentions, with financial literacy and digital literacy as mediating variables. Greenwashing, as the practice of conveying misleading environmental claims, has the potential to reduce trust in sustainable investment products or instruments. Conversely, environmental awareness is identified as an important driving factor for investment intentions in environmentally friendly assets. Data collection in this study was obtained using a questionnaire to Generation Z respondents at the University of Jember. The sample in this study was drawn using a purposive sampling method. Data analysis was performed using Partial Least Squares-Structural Equation Modeling (PLS-SEM). The results showed that greenwashing had a significant negative effect on green investment intentions, while environmental awareness had a significant positive effect. Furthermore, financial literacy and digital literacy were shown to mediate the relationship between greenwashing and environmental awareness with green investment intentions.