Persepsi Amalan “Greenwashing” Terhadap Pengiklanan Produk Hijau Dalam Kalangan Pengguna di Malaysia (Perception on the Practices of “Greenwashing” in Green Product Advertising among Malaysian Consumer)

Abstract

Environmental issues have been deemed important for industry and academic research. With continuous concerns and consumer demands on issues related to the environment, business organizations have started to use green marketing strategies for their products and services. As a result, the term “greenwashing” has become a common word in the market, which implicates the dissemination of false or incomplete information by business organizations are done in order to highlight their public image as to show responsibility towards environment. This research aims to investigate relationships of “greenwashing” practices in green products advertising and the consumer’s perception towards green products, among Malaysian consumer. The constructs of consumer’s perception studied are confusion, perceived benefits, attitude and belief, are itemized for the research. The research utilized 308 respondents as sample, representing the Malaysian consumer. The quantitative approach using the survey method was used, using the closed-ended questionnaire, and, were disemminated through Google Form and analyzed using the SPSS version 23 stastistical package. The result indicated that there is a significant relationship between “greenwashing” practices in green products advertising and Malaysian consumer’s perceived-confusion towards green products. The results also indicated that there were negative relationships between “greenwashing” practices in green products advertising with consumers’ perceived benefits, attitude and belief towards green products.