Green Brand Image dan Persepsi Greenwashing terhadap Green Purchase Intention pada Konsumen Gen Z Produk Fashion Uniqlo
Abstract
The fashion industry currently faces significant pressure to adopt sustainable practices as global environmental awareness grows, particularly among Generation Z. This study aims to analyze the influence of green brand image and greenwashing perception on green purchase intention among Generation Z consumers of UNIQLO fashion products in Bandung. The research method used is descriptive quantitative with an associative approach. Data were collected through online questionnaires from 385 respondents selected using a purposive sampling technique. Data analysis was conducted using multiple linear regression, T-test, and F-test. The results indicate that green brand image has a positive and significant effect on green purchase intention. Meanwhile, greenwashing perception also has a significant influence; despite the presence of skepticism, purchase intention remains sustained due to the dominance of UNIQLO's brand equity in the eyes of consumers. Simultaneously, both variables significantly influence green purchase intention by 62.7%. In conclusion, a strong green brand image is the primary driver of purchase intention, but companies need to improve information transparency to minimize negative perceptions. Keywords: green brand image, greenwashing, green purchase intention, Gen Z, UNIQLO.
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