Green Marketing Otentik dan Greenwashing: Respons Konsumen Terhadap Klaim Lingkungan
Keywords:
green marketing, greenwashing, consumer skepticism, trust, attitude-behavior gap, environmental claims, sustainability communicationAbstract
This literature study examines the dichotomy between authentic green marketing strategies and manipulative greenwashing practices, as well as consumer response patterns toward environmental claims. Authentic green marketing is characterized by sustainability integration across the entire value chain, radical transparency in communication, specific and verifiable claims, credible third-party certifications, consistency between messaging and operational practices, and long-term orientation reflected in continuous improvement targets. Greenwashing manifests in various forms ranging from the use of green visual associations without explicit claims, vague terminology difficult to define, highlighting of irrelevant attributes, to false certification assertions. Consumer responses span from skepticism as a defense mechanism against potential deception to trust gradually built through positive experience accumulation. The attitude-behavior gap represents a central phenomenon explained by structural barriers including price premiums and limited availability, psychological factors such as cognitive dissonance, and information confusion arising from competing claims complexity. The digital era has fundamentally transformed these dynamics by granting consumers unprecedented amplification power, making transparency and consistency strategic imperatives for long-term success in green marketing.
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