The Effect of Green Product Attributes, Green Trust, and Environmental Awareness on Purchase Intention to Buy Greenwash Detergent
DOI:
https://doi.org/10.54518/ebh.5.2.2026.1052Keywords:
Environmental Awareness, Green Product Attributes, Green Purchase Intention, Green TrustAbstract
Environmental concerns arising from the use of household products, especially conventional detergents that are not easily biodegradable, have driven the emergence of eco-friendly detergents as a more sustainable option. In response, this study seeks to examine how green product attributes, green trust, and environmental awareness influence green purchase intention toward Greenwash detergent. The research adopted a quantitative design using a survey approach. The study involved 100 respondents who were already familiar with information about the Greenwash detergent product. Participants were selected through purposive sampling based on criteria relevant to the research objectives. Primary data were gathered using questionnaires measured on a Likert scale and processed through multiple linear regression analysis, following tests of validity, reliability, and classical assumptions. The findings reveal that green product attributes, green trust, and environmental awareness each have a positive and significant partial effect on green purchase intention. Environmentally friendly product characteristics, stronger consumer confidence in the company’s environmental claims, and higher awareness of environmental protection are key factors that encourage the intention to purchase eco-friendly detergent products.
References
Ahmed, R., Ali, S., & Rahman, M. (2021). Exploring the role of green trust, subjective norms, and collectivism on green purchase intention. Journal of Social Science and Business Studies, 3(1), 25–36.
Alhomaid, A. (2025). Building trust in sustainable journeys: The interplay between green marketing, green brand trust, and tourism purchase intentions. Sustainability, 17(18), 8464-8476.
Cam, L. N. T. (2023). A rising trend in eco-friendly products: A health-conscious approach to green buying. Heliyon, 9(9), 12-25.
Chairy, & Alamb, M. E. N. (2019). The influence of environmental concern, green perceived knowledge, and green trust on green purchase intention. Jurnal Manajemen (Edisi Elektronik), 10(2), 131–145.
Dai, Y., Tang, D., & Ke, C. (2025). Research on sustainable development and optimization strategies for plant growth cycle science teaching aid based on scenario theory. Sustainability, 17(24), 1177-1187.
Gunawan, A. I., Hurriyati, R., Wibowo, L. A., & Monoarfa, H. (2025). Consumers in responsible consumption: What leads to sustainable behavior? Urbanization, Sustainability and Society, 2(1), 257–281.
Kousar, S., Afzal, M., Ahmed, F., & Bojnec, Š. (2022). Environmental awareness and air quality: The mediating role of environmental protective behaviors. Sustainability, 14(6), 3138-3151.
Kumar, P., & Ghodeswar, B. M. (2015). Factors affecting consumers’ green product purchase decisions. Marketing Intelligence & Planning, 33(3), 330-347.
Li, G., & Sun, X. (2022). The impact of green brand crises on green brand trust: An empirical study. Sustainability, 14(2), 611-622.
Maianto, T., Yuntina, L., Yosepha, S. Y., Kamsariaty, K., & Wijanarko, B. (2024). Green marketing of analysis: Branding, positioning and eco-friendly products (literature review). Greenation International Journal of Tourism and Management, 2(3), 136–148.
Majeed, M. U., Aslam, S., Murtaza, S. A., Attila, S., & Molnár, E. (2022). Green marketing approaches and their impact on green purchase intentions: Mediating role of green brand image and consumer beliefs towards the environment. Sustainability, 14(18), 1173-1184.
Mamonto, B. B., & Nuvriasari, A. (2025). Pengaruh atribut produk hijau, green perceived value, dan kesadaran lingkungan terhadap keputusan pembelian hijau pada produk Avoskin di Yogyakarta. Jamparing: Jurnal Akuntansi Manajemen Pariwisata dan Pembelajaran Konseling, 3(1), 711–719.
Mustafa, S., Shi, Y., Adan, D. E., Luo, W., & Al Humdan, E. (2024). Role of environmental awareness & self-identification expressiveness in electric-vehicle adoption. Transportation, 4(2), 1-25.
Nisa, N. U., Mendoza, S. A. J., & Shamsuddinova, S. (2022). The concept of greenwashing and its impact on green trust, green risk, and green consumer confusion: A review-based study. JABS, 8(3), 1–18.
Pramesti, N. C., & Nuvriasari, A. (2025). The influence of green product attributes, consumer characteristics, and environmental awareness on Sosoft detergent purchase intention. Arthatama: Journal of Business Management and Accounting, 9(2), 420–433.
Proi, M., Dudinskaya, E. C., Naspetti, S., Ozturk, E., & Zanoli, R. (2023). The role of eco-labels in making environmentally friendly choices: An eye-tracking study on aquaculture products with Italian consumers. Sustainability, 15(5), 4659-4668.
Puspadini, A., Hidayat, M. S., Khasanah, I., & Yoestini. (2025). E-WOM’s impact on purchase intention through brand awareness and perceived quality. Economic and Business Horizon, 4(2), 67–78.
Rahim, N. A., Hassan, Z., & Fauzi, M. (2021). Fostering a clean and sustainable environment through green product purchasing behavior: Insights from Malaysian consumers’ perspective. Sustainability, 13(22), 1258-1267.
Rahmawaty, S. P., Anita, S. Y., & Hasimi, D. M. (2025). Pengaruh green product, green promotion, dan eco-label terhadap green purchase intention pada produk Innisfree dalam perspektif bisnis Islam (Studi pada pengguna produk Innisfree di Kota Bandar Lampung). Journal of Innovation in Management, Accounting and Business, 4(2), 434-447.
Ramandini, N., Oktawandari, H. H., & Batu, K. L. (2025). Influence of social media on sustainable purchasing behavior: A systematic literature review. Economic and Business Horizon, 4(2), 385–392.
Shafiq, M. A., Ziaullah, M., Siddique, M., Bilal, A., & Ramzan, M. (2023). Unveiling the sustainable path: Exploring the nexus of green marketing, service quality, brand reputation, and their impact on brand trust and purchase decisions. International Journal of Social Science & Entrepreneurship, 3(2), 654–676.
Shivananda, A., & Madhushree. (2023). The influence of green product attributes on consumer choice and satisfaction in Dakshina Kannada District. International Journal of Novel Research and Development, 8(12), 510–527.
Tan, Z., Sadiq, B., Bashir, T., Mahmood, H., & Rasool, Y. (2022). Investigating the impact of green marketing components on purchase intention: The mediating role of brand image and brand trust. Sustainability, 14(10), 5939-5947.
Vilaningrum, W. M., & Pranatasari, F. D. (2024). Analysis of green brand image on green brand equity with green trust, green satisfaction, and green perceived value as mediation. Dinasti International Journal Of Economics, Finance & Accounting, 5(6), 6149-6157.
Wang, H., Ma, B., & Bai, R. (2019). How does green product knowledge effectively promote green purchase intention?. Sustainability, 11(4), 1193-1205
Wen, L., Ma, S., & Lyu, S. (2024). The influence of internet celebrity anchors’ reputation on consumers’ purchase intention in the context of digital economy: From the perspective of consumers’ initial trust. Applied Economics, 56(60), 9189–9210.
Yadav, R., & Pathak, G. S. (2016). Young consumers’ intention towards buying green products in a developing nation: Extending the theory of planned behavior. Journal of Cleaner Production, 135(1), 732–739.
Zameer, H., & Yasmeen, H. (2022). Green innovation and environmental awareness driven green purchase intentions. Marketing Intelligence & Planning, 40(5), 624-638.
Zhang, Y., Zhang, Q., & Li, X. (2025). Addressing consumer skepticism: Effects of post-purchase green attribute disclosure on consumer attitude change. Humanities and Social Sciences Communications, 12(1), 1–10.
Zhuang, W. (2021). On the factors influencing green purchase intention. Frontiers in Psychology, 12(1), 644-656.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Ferdinan Sandro Simangunsong, Audita Nuvriasari
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
