Greenwashing Perception for F&B Industry in Indonesia

This dataset supports the research titled “The Impact of Perceived Greenwashing on Food and Beverage Purchase Intention in Indonesia.” The study investigates how consumers’ perceptions of greenwashing affect their attitudes, perceived risk, willingness to pay more, and purchase intentions toward eco-friendly food and beverage products.

The research model was developed based on the Theory of Planned Behavior (TPB) and the Theory of Perceived Risk (TPR). The hypotheses proposed that perceived greenwashing negatively influences attitude, purchase intention, and willingness to pay more, while green perceived risk mediates the relationship between greenwashing and these behavioral outcomes.

Data were collected through an online questionnaire distributed to Indonesian consumers (n = 200) who have previously purchased eco-friendly food or beverage products. The instrument used a 5-point Likert scale to measure constructs such as perceived greenwashing, green perceived risk, attitude, purchase intention, willingness to pay more, and environmental knowledge (as a moderator).

The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) via SmartPLS 4. The results show that:

Perceived greenwashing negatively affects attitude (β = -0.409, p < 0.001)

Perceived greenwashing does not significantly affect purchase intention directly (β = -0.168, p = 0.103)

Perceived greenwashing negatively affects willingness to pay more (β = -0.144, p = 0.044)

Green perceived risk negatively affects both purchase intention and willingness to pay more (β = -0.321, p = 0.001; β = -0.259, p = 0.000)

Attitude positively affects purchase intention (β = 0.261, p < 0.001)

These findings indicate that perceived greenwashing increases consumers’ perceived risk, which reduces positive attitudes and indirectly decreases purchase intention. The dataset provides empirical evidence for understanding consumer skepticism and behavioral responses to sustainability claims in the food and beverage sector.

Researchers can use this dataset to replicate, extend, or compare models of greenwashing perception, consumer behavior, and sustainability marketing in different contexts.