1365 KB0 KB196520252023Natasya, RasyaNgatno, M. M.Prabawani, Bulanštevilka:3letnik:60str. 460–474,571ISSN:0040-3598DOI:10.51936/tip.60.3.460COBISSID_HOST:171188995URN:URN:NBN:SI:doc-K4956CXTenFakulteta za družbene vedeTeorija in praksagreeen marketinggreen word of mouthgreenwashing perceptionnakupne namerepurchase intentionZavajajoče oglaševanjeZaznavanjezaznavanje zelenega zavajanjazeleno trženjezeleno trženje od ust do ustThe effect of greenwashing perception, green word of mouth, and green marketing on h&m purchase intentions in Jakarta|Zeleno zavajanje je v zahodnih in razvitih državah problem že dolgo. Med akademiki na razvijajočih se in novih trgih, zlasti v Indoneziji, pa to vprašanje žal ostaja veliko premalo raziskano. Predstavljena kvantitativna raziskava se osredotoča na učinek zaznavanja zelenega zavajanja, zelenega trženja od ust do ust (“green WOM”) in zelenega trženja na namere kupcev za nakup izdelkov v H&M v Džakarti. Na hipoteze smo odgovorili z modelom SEM-PLS, pri katrem smo uporabili programsko orodje SmartPLS3. Na temelju vprašalnika, ki smo ga uporabili pri 200 respondentih, rezultati kažejo, da ima zaznavanje zelenega zavajanja neposredni negativni učinek, učinek zelenega trženja od ust do ust pa posredni negativni učinek na nakupne namere kupcev, na kar lahko vpliva pomanjkanje obravnave tega problema in ozaveščenosti v Džakarti. Te ugotovitve nasprotujejo več raziskavam v Evropi, ki smo jih uporabili kot referenčne med izvajanjem pričujoče raziskave. Hkrati zeleno trženje od ust do ust (WOM) krepi pozitivni učinek zelenega trženja na nakupne namere. Praktične implikacije za podjetja vključujejo potrebo po precej bolj trajnostnem ravnanju in uporabi pristopa, ki temelji na dejstvih brez olepševanjGreenwashing has long been an issue in Western and developed countries. Yet, this matter regrettably remains quite underexplored among academics in developing and emerging markets, especially in Indonesia. The presented quantitative research focuses on the impact of greenwashing perception, green word of mouth (“green WOM”) and green marketing on intentions to purchase items at H&M in Jakarta. Hypotheses were answered with the SEM-PLS model using SmartPLS3 software. Based on a questionnaire administered to 200 respondents, results show that the perception of greenwashing has a direct negative impact on consumers’ purchase intentions and an indirect negative impact through green WOM, which can be influenced by the factor of lack of concern and awareness in Jakarta. These findings stand in contrast to several studies in Europe that were used as a reference while conducting this research. At the same time, green WOM strengthens the positive impact between green marketing and purchase intentions. Practical implications for companies include taking substantial steps towards sustainability and the need to adopt a fact-based approach without embellishmentTEXTznanstveno časopisjejournalsSlovenian National E-content AggregatorNational and University Library of SloveniaUniverza v Ljubljani, Fakulteta za družbene vede