Green Brand Image dan Persepsi Greenwashing terhadap Green Purchase Intention pada Konsumen Gen Z Produk Fashion Uniqlo
Abstrak
Industri fashion saat ini menghadapi tekanan besar untuk mengadopsi praktik berkelanjutan seiring meningkatnya kesadaran lingkungan global, khususnya di kalangan Generasi Z. Penelitian ini bertujuan untuk menganalisis pengaruh green brand image dan persepsi greenwashing terhadap green purchase intention pada konsumen Generasi Z produk fashion UNIQLO di Kota Bandung. Metode penelitian yang digunakan adalah deskriptif kuantitatif dengan pendekatan asosiatif. Data dikumpulkan melalui kuesioner daring terhadap 385 responden yang dipilih menggunakan teknik purposive sampling. Analisis data dilakukan dengan regresi linear berganda, uji T, dan uji F. Hasil penelitian menunjukkan bahwa green brand image berpengaruh positif dan signifikan terhadap niat beli hijau. Sementara itu, persepsi greenwashing juga memiliki pengaruh signifikan; meskipun terdapat skeptisisme, niat beli tetap terjaga karena dominasi brand equity UNIQLO di mata konsumen. Secara simultan, kedua variabel berpengaruh signifikan terhadap green purchase intention sebesar 62,7%. Kesimpulannya, citra merek hijau yang kuat merupakan pendorong utama minat beli, namun perusahaan perlu meningkatkan transparansi informasi untuk meminimalkan persepsi negatif. Kata Kunci: green brand image, greenwashing, green purchase intention, Gen Z, UNIQLO
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