Berdasarkan hipotesis yang telah dijabarkan, peneliti menyediakan model penelitian yang merepresentasikan keseluruhan dari hipotesis di atas. Model penelitian yang digunakan mengacu pada jurnal utama, Chen & Chang (2012a) ang berj d l Greenwash and Green trust: The Mediation Effects of Green
Consumer Confusion and Green Perceived Risk kem dian peneli i menambahkan
variabel Green Purchase Intention yang mengacu pada jurnal Chen & Chang (2012b) ang berj d l Enhance Green Purchase Intentions: The Roles of Green
Perceived Value, Green Perceived Risk, and Green Trust . Berikut model
penelitian dalam penelitian ini:
Greenwash Green Trust Green Purchase
53
Sumber: Cheng & Chang (2012a); Cheng & Chang (2012b) Greenwash Green consumer Confusion Green Perceived Risk Green Trust Green Purchase Intention H1 H2 H3 H5 H6 H7 H8 H9 H10
Gambar 2.2 Model Penelitian H4
54 2.5 Penelitian Terdahulu
Untuk mendukung pengembangan hipotesis yang diuraikan, peneliti menyediakan uraian penelitian terdahulu yang mendukung antarhipotesis dan model penelitian yang terdapat pada Tabel 2.1
Tabel 2.1: Penelitian Terdahulu
No Peneliti Judul Penelitian Temuan Inti
1. Chen and Chang (2012a)
Greenwash and Green Trust: The Mediation
Effect of Green
Consumer Confusion
and Green Perceived Risk
Greenwash berpengaruh
positif terhadap Green
Consumer Confusion Greenwash berpengaruh
positif terhadap Green
Perceived Risk
Greenwash berpengaruh
negatif terhadap Green
Trust
Green consumer
Confusion berpengaruh
negatif terhadap Green
Trust
Green perceived risk
berpengaruh negatif terhadap Green Trust
Green Consumer
Confusion memediasi
55 Greenwash dan Green Trust
Green Perceived Risk
memediasi hubungan negatif antara Greenwash dan Green trust
2. Junior et al (2018) Greenwashing Effect, attitudes, and beliefs in green consumption
Greenwash berpengaruh
positif terhadap Perceived
Risk
Greenwash berpengaruh
positif terhadap Green
Consumer Confusion
3. Mangini et al (2020) Greenwashing Study and Consumers behavioral intentions Greenwashing berpenagruh positif terhadap Consumer Confusion Greenwashing berpengaruh negatif terhadap Trust Consumer Confusion berpengaruh negatif terhadap Trust
Trust berpengaruh positif
terhadap Purchase Intention
56
Consumer Confusion
memediasi hubungan
negatif antara
Greenwashing dan Trust
4. Tarabieh (2021) The Impact of
Greenwash practices
over green purchase
intetnitonL The
Mediationg Effects of Green Confusion, Green Perceived Risk, and Green Trust
Greenwash berpengaruh
positif terhadap Green
Confusion
Greenwash berpengaruh
positif terhadap Green
Perceived Risk
Green Confusion
berpengaruh negatif terhadap GreenTtrust
Green Perceived Risk
berpengaruh negatif terhadap Green Trust
Green Trust berpengaruh
positif terhadap Green
Purchase Intention
Green Confusion
memediasi hubungan negatif antara Greenwash dan Green trust
57
Green Perceived Risk
memediasi hubungan negatif antara Greenwash dan Green Trust
5. Aviclar & Demirgunes (2017)
Developing Perceived
Greenwash Index and Its Effect on Green Brand Equity: A Research on Gas Station Companies in Turkey
Greenwash berpengaruh
positif terhadap Green
Consumer Confusion Greenwash berpengaruh
positif terhadap Green
Perceived Risk
Green Consumer
Confusion berpengaruh
negatif terhadap Green
Trust
Green Perceived Risk
berpengaruh negatif terhadap Green Trust 6. Szabo & Webster
(2020) Perceived Greenwashing: The Effect of Green Marketing on Environmental and Product Perceptions Perceived Greenwashing berpengaruh positif terhadap Green Risk
Perceived Greenwashing
berpengaruh negatif terhadap Purchase Intention
58 7. Chen et al (2019) Greenwashing in hotels:
A Structural of trust and Behavioral Intensions
Greenwashing
berpengaruh negatif terhadap Green Trust 8. More (2019) The Impact of
Greenwashing on Green Brand Trust From an Indian Perspective
Greenwashing
berpengaruh negatif terhadap Green Trust
9. Matzler et al (2011) Consumer Confusionn in
Internet-Based Mass
Customization: Testing a Network of Antecedents and Consequences
Tiga dimensi dari
Consumer Confusion
bepengaruh negatif kepada
Trust
10. Chang and Chen (2008)
The Impact of Online Stroe Environment Cues on Purchase Intention Trust and Perceived Risk as a Mediator
Perceived Risk
berpnegaruh negatif terhadap Trust
11. Chen and Chang (2012b)
Enhance Green
Purchase Intentions The roles of Green Perceived Value, Green Perceived Risk, and Green Trust
Green Perceived Risk
berpengaruh negatif terhadap Green Trust
Green Trust berpengaruh
positif terhadap Green
Purchase Intentions
12. Chen and Chang (2013)
Towards Green trust The Influences of Green
Perceived Quality,
Green Perceived Risk, and Green Satisfaction
Green Perceived Risk
berpengaruh negatif terhadap Green Trust
59 13. Li et al (2007) The Effect of Interest
Shoppers Trust on Their Purchasing Intention in China
Perceived Risk
berpengaruh negatif terhadap Trust
Trust berpengaruh positif
terhadap Purchase Intentions
14. Ahmad and Zhang (2019)
Green purchase
Intention: Effects of
Electronic Service
Quality and Customer Green Psychology
Green Trust berpengaruh
positif terhadap Green
Purchase Intention
Greenwash berpengaruh
negarif terhadap Green
Purchase Intention
15. Amin and Tarun (2020) Effect of Consumption
Values on Customers
Green purchase
Intention: a Mediating Role of Green Trust
Green Trust berpengaruh
positif terhadap Green
Purchase Intention
16. Harris and Goode (2008)
Online Servicescapes, Trust, and Purchase Intentions
Trust berpengaruh positif
terhadap Purchase Intentions
17. Wang et al (2019) How Does Green
Product Knowledge
Effectively Promote
Green purchase
Intention?
Green Trust berpengaruh
positif terhadap Green
Purchase Intentions
18. Yifei et al (2019) The Influence of Consumption Values on
Green Purchase
Green Trust berpengaruh
positif terhadap Green
60
Intention: A Moderated Mediation of Greenwash Perception and Green Trust
19. Nguyen et al (2019) Greenwash and Green Purchase Intention: The Mediating Role of Green Skepticism
Greenwash berpengaruh
negatif terhadap green
purchase intention
20. Leonidou & Skarmeas (2015)
Gray Shades of Green:
Causes and
Consequences of Green Skepticism
Greenwash berpengaruh
negatif terhadap green
purchase intention
21. Zhang et al (2018) The Influence of Greenwashing
Perception on Green Purchasing Intentions: The Mediating Role of
Green word-of-mouth
and Moderating Role of Green Concern
Greenwash berpengaruh
negatif terhadap green