SEEKING FOR SUSTAINABLE ELECTRONIC BRANDS’ PERFORMANCE: ROLE OF PERCEIVED GREENWASHING AND PERCEPTION DIMENSIONS

Abstract

Abstract.: In Indonesia, the majority of electronic firms are striving to enhance their environmental position by presenting their environmental efforts to the public. This paper is an informative approach to critically investigate the number of factors that play a major role to enhance the positive impact of the perceived greenwashing on sustainable brand performance. According to the SEM-based statistical outcomes, it becomes concluded that the effective objective response and product perception directly boost the relationship between the tested independent and dependent variables, but the diverse environmental perception plays a minor role in the development of sustainable brand performance. This paper is, no doubt, an informative approach in front of the electric company's management, the local consumers, and the Indonesian administration to evaluate the current situation and their responsibility towards the environmental sustainability factor. This is productive research but also carries some limitations like no qualitative or mixed method of research is used, and also the management point of view is not considered to make a versatile research analysis, which can impact its authenticity factor. This research gap can overcome by upcoming scholars in their related journals.