Greenwashing and Intention

This study aims to discuss the effect of greenwashing perceptions on repeat purchase interest with the mediating role of perceived value, risk, and trust. The object of this research is a company in the Bottled Drinking Water Industry. This research will use empirical studies with data collection methods through questionnaire surveys to verify hypotheses and explore their managerial applications. The theoretical framework in this study will be analyzed using SEM-PLS. In this study, it has been found that perceived greenwashing exerts a positive influence on perceived risk and exerts a negative influence on perceived value. This study also found that perceived greenwashing Repurchase Intention with the role of perceived value as its mediation. This study also shows a unique finding where perceived risk does not influence brand trust. Therefore, this study suggests that companies should focus more on their value and not exaggerate when marketing, especially in green marketing.