The Impact Of Generation Z’s Greenwashing Perception on Green Purchase Intention in the Context of Indonesian H&M Consumers

Abstract

This research project studies at the impact of greenwashing perception on green purchasing intention among Generation Z customers in Indonesia, specifically at the fast fashion brand H&M. The model, which is based on Perceived Risk Theory and has been developed from Lu et al. (2022), includes financial perceived risk and green perceived risk as mediators, as well as impulsive buying as moderator. A quantitative approach was used to collect data from 287 respondents via an online survey, which

were then analysed using Partial Least Squares Structural Equation Modelling (PLS- SEM). The findings show that greenwashing perceptions considerably raise both

financial and environmental threat, while also negatively influencing green purchase intention. Financial risk reduces green purchase intention even more, but green perceived risk and impulsive buying had no significant effects. These findings indicate that Generation Z customers in Indonesia are vulnerable to greenwashing and prioritize financial considerations over environmental concerns in their purchasing decisions. To improve future study, larger and more diverse samples, broader brand comparisons, and qualitative methodologies like interviews or focus groups are advised. Incorporating additional criteria such as price sensitivity, brand loyalty, environmental knowledge, and product quality may also provide a more complete picture of green purchasing behaviour in the fast fashion business.