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.

本研究旨在探讨绿色漂绿（greenwashing）感知对消费者重复购买意愿的影响，并以感知价值、感知风险与品牌信任作为中介变量。本研究的研究对象为瓶装饮用水行业内的某企业。本研究将采用实证研究方法，通过问卷调查采集数据以验证研究假设，并探讨其管理实践应用价值。本研究将采用偏最小二乘结构方程模型（SEM-PLS）对理论框架进行分析。研究结果表明，绿色漂绿感知对感知风险具有正向影响，而对感知价值则具有负向影响。本研究同时发现，绿色漂绿感知通过感知价值的中介作用影响消费者重复购买意愿。此外，本研究还得到一项独特结论：感知风险对品牌信任并无显著影响。据此，本研究建议企业应更加注重自身价值传递，在营销活动中避免夸大宣传，尤其是在绿色营销领域。