RESEARCH PROPOSAL

Influence of Greenwashing on Consumers’ Purchase Intention:

Cognitive Dissonance on FISIP UI Students When Purchasing Products That Practice
Greenwashing

Lecturer: Whisnu Triwibowo, Ph.D

Sri Bintang Radhya (2206046576)

Akhmad Zacky Wisnuputra (2206822793)

Husni Zidane Huwel (2206046393)

Muhammad Yusuf Nazmuddin Akbar (2206046443)

FACULTY OF SOCIAL AND POLITICAL SCIENCES

UNIVERSITAS INDONESIA
DEPOK
2023
 Chapter I
Introduction and Research Objectives
Abstract
This research proposal aims to investigate the influence of greenwashing on consumers'
purchase intention, specifically focusing on FISIP UI students. The global market for
green products has grown exponentially, and many companies use green marketing
strategies to enhance their corporate image. However, not all green marketing is truthful,
and greenwashing is a common practice that can lead to cognitive dissonance and
negative emotions among consumers. Through this study, we hope to understand the
impact of greenwashing on consumer behavior and trust, and whether it will have an
effect on sales and marketing for companies. The findings of this research could have
significant implications for companies practicing green marketing, as unethical practices
may negatively impact sales and reputation. Overall, this research aims to provide
valuable insights into consumer behavior in relation to green marketing and help
promote ethical marketing practices in the global market

A. Introduction
The global consumer market for green products has grown exponentially
and will continue to grow. A prediction made in 2009 stated that it would grow by
267% by 2015 (Tolliver-Nigro, 2009). Recent reports show that in 2021, the
market has grown to USD 49.2 Billion, and is predicted to grow to USD 69.98
billion in 2031 (Business Research Insight, 2021) This shows as we go further on
to the future, consumers are more likely to be environmentally-conscious,
preferring products that are eco-friendly.
Despite the ever-increasing awareness of environmental concerns, not all
companies practice ethical marketing strategies. Of the many ethical corporate
marketing practices, many firms use corporate social responsibility (CSR)
communication to enhance their corporate image. (Parguel et al., 2011). Green
marketing is one of the many CSR efforts practiced by many companies around
the world. Though green marketing is at its current peak of prevalence, not all
green marketing is truly what it says. Not less than often, companies use green
 marketing strategies to enhance their corporate image, but in an exaggerated
manner, or an untruthful way.
The problem of deceptive marketing is yet to be solved. Greenwashing is
essentially the false practice of green marketing. Through this study, we aim to
discover the influence of greenwashing on consumer behavior and consumer trust,
and whether or not it will have an impact on sales and marketing for companies.
Until now, to what extent greenwashing is considered unethical is still debatable.
Whenever this green communication is questioned, the firm’s legitimacy,
reputation, and financial performance may suffer some type of loss (Faleiro, C.
2022). If results show that greenwashing negatively impacts sales due to unethical
practices, we also hope that there will be a decrease in greenwashing practices in
the global market.

B. Research Aim(s)
The objective of this research proposal is to understand the impact of
greenwashing on consumer behavior and trust among FISIP UI students after their
purchase of greenwash-practicing products. It is possible that this research is
being done at UI's FISIP, an academic setting, which might provide insightful
results. It is possible that students in this faculty will respond differently to
greenwashing because they are more likely to be environmentally and socially
aware and to think critically about these issues.

● Problem: Increasing practice of greenwashing/deceptive green marketing

tactics by companies around the world
● Objective: To prove the influence of greenwashing on purchase intention
and the cognitive dissonance of consumers
● Research Question(s):
○ RQ1: To what extent does the presence of greenwashing in
marketing and advertising influence consumers' purchase intention
in the context of environmentally friendly products or brands?
○ RQ2: To what extent does cognitive dissonance take place when
consumers purchase products of which they knowingly practice
greenwashing?
○ RQ3: To what extent does gender play a role in the cognitive
dissonance of respondents after their purchase of
greenwash-practicing products?
 Chapter II
THEORETICAL FRAMEWORKS

A. Theories/Concepts

● Corporate Social Responsibility (CSR)

Corporate Social Responsibility is a commitment to improve community
well-being through discretionary business practices and corporate resources.
(Philip Kotler and Nancy Lee, 2007) The social responsibility of business
encompasses the economic, legal, ethical, and discretionary expectations that
society has of organizations at a given point in time. (Archie B. Carroll, 1979)
Corporate Social Responsibility is basically a means and policy of a company that
is made as an effort to fulfill its responsibility to the environment that is still
within the company's scope; both outside the company and also within the
company.
In relation to CSR, greenwashing is one of the negative policies made by a
corporation. Greenwashing is a form of CSR that involves companies making
false or misleading claims about their environmental and social performance.
(Aggarwal, 2011) It is a form of corporate social responsibility (CSR) that
involves companies engaging in CSR initiatives with the aim of only achieving or
increasing their level of legitimacy. (Balluchi et al. 2020)

● Knowledge and awareness of greenwashing

Greenwashing is a significant issue in today's society, with many
companies making misleading or false claims about their environmental
performance or the sustainability of their products. Research has shown that
consumers' perceptions of greenwashing products are genuine and factual, and
these perceptions have a significant impact on purchase intentions. (Urbański, M.
and ul Haque, A. (2020). Consumer awareness of greenwashing is still a
 challenge, as companies continue to engage in these practices to increase their
sales and market share. However, consumer perceptions of greenwashing products
also vary. Some of them feel violated, there are also those who know they are
using greenwashing products and don't really care about it.

● Greenwashing
Greenwash is used to describe the practice of companies overclaiming the
environmental functionality of their products that cannot be substantiated (Parguel
et al. 2011). Greenwashing is used to describe misleading or deceptive claims in
green advertising (Carlson et al. 1993; Kangun et al. 1991) It can be a means for
businesses to go on or increase their detrimental and polluting practices, all the
while taking advantage of well-meaning and environmentally conscious
customers or manipulating the system.
The phrase was coined in an essay by environmentalist and former student Jay
Westerveld in 1986. It was used to highlight organizations that spent more
resources advertising that they are green than the actual time spent making their
products and organizations green. (Orange, E., & Cohen, A. M. 2010).
Greenwashing is perceived negatively for various reasons. Deceptive green
marketing erodes the credibility of environmental claims in the marketplace,
making it more difficult for companies and products that actually have lower
environmental impacts to differentiate themselves. (Faber, G. Sick, V. 2022). Dahl
(2010) argued that a pattern of greenwashing on the part of some companies can
be part of a larger political project meant to weaken the perceived need for further
environmental regulation.
● Green Marketing
Marketing is the process of creating, communicating, delivering, and
exchanging offerings that have value for customers, clients, partners, and society
at large. (Dangelico, R. Vocalelli, D. 2017). Marketing involves assessing the
needs and desires of consumers, and creating goods and services to satisfy those
needs. Building relationships with consumers and providing them with value are
also important aspects of marketing.
Green marketing, also known as ecological marketing or environmental
marketing (Polonsky 1994) refers to any form of advertising that states or implies
an environmental benefit (Szerena, S. Jane, W. 2021). Early research positions
marketing within an environmental context by integrating ecological issues to
marketing strategy, and introducing concepts such as ecological marketing
(Papadas et al, 2017.). Henion and Kinnear (1976) were among the first to
debate the interdependency of marketing and ecology. The concept of ecological
marketing was fairly new at the time, focusing a lot on industries that were most
toxic and damaging to the environment, mining and chemical industries for
instance. These industries were regarded as some of the fewest in terms of
adopting ecological principles.
Green marketing, when done correctly, may serve to strengthen the emotional
bond between customers and companies. (Faleiro, C. 2022). Being labeled as a
green firm might result in a more favorable public image, which can boost sales
and stock prices. A green image may also improve consumers' affection for a
company or a certain product, resulting in increased brand loyalty (Ginsberg and
Bloom, 2004).
 ● Greenwashing and Purchase Intention
Consumers are becoming increasingly aware of the environmental impact
of their purchasing decisions and are more likely to choose environmentally
friendly products. However, greenwashing can make it difficult for consumers to
distinguish between genuinely environmentally friendly products and those that
are not. This can lead to a decrease in consumers’ trust in green brands and a
decrease in their green purchase intention (Nuttavuthisit, K. Thøgersen, J. 2017).
Consumers would disbelieve all green product ideas, and consequently, the green
movement would lack the support of stakeholders, enterprises, customers, and
society as well as organizations who would bear a reduction in the green
consumption market share (Gillespie, E. 2008).
In contrast, companies that are transparent about their environmental
practices and provide evidence to support their claims can increase consumers'
trust in their brand and positively influence their green purchase intention
(Nguyen, T. 2008) Therefore, it is important for companies to be honest and
transparent about their environmental practices to build trust with consumers and
positively influence their green purchase intention. Arguably, companies should
be aware that greenwashing not only negatively affects purchase intention but also
generates negative outcomes for the relationship with the brands (Nguyen, T.
2008).

● Greenwashing and Cognitive Dissonance

In the seminal contribution A Theory of Cognitive Dissonance, (Festinger, 1957)
proposed that dissonant relations between cognitions have the potential to create negative
affect (dissonance) that motivates individuals to attempt to reduce or eliminate the
discrepancies between cognitions. Festinger (1957) defines cognitive dissonance as an
uncomfortable feeling caused by simultaneously holding two contradictory cognitions.
These cognitions may be attitudes and beliefs or awareness of one's behavior. Festinger
(1957) also argues that people have a motivational drive to reduce dissonance by
 changing their attitudes, beliefs, or behaviors. Subsequent research has shown that the
dissonance is strongest when people.

To test the relationship between dissonance and quality of service requires the
manipulation of the latter variable among two or more experimental groups and the
observation of the differences among the groups in their attempts to reduce dissonance.
(Oshikawa, S. 1972). To test dissonance, this study will analyze the data gathered, and
study the differences between different genders. Whether there will be a difference in
results or not, among male and female respondents.

Three aspects are needed to measure cognitive dissonance, which are cognitive,
emotional, and behavioral. (Hauskkecht, 1998)
- First is the cognitive aspect. a person's recognition that beliefs that are
inconsistent with a decision exist after the purchase has been made.
- Second is the emotional aspect, а person's psychological discomfort subsequent to
the purchase decision
- Last one is behavioral, a person's actions that serve to confirm a decision or
reduce tension.

B. Theoretical Model and Hypotheses

Based on said theoretical framework and assumptions, we formulate the following
hypotheses for our research:

Hypothesis 1: Existence of Cognitive Dissonance in FISIP UI Students when

purchasing greenwashing practicing products
H0 - There is Cognitive Dissonance in FISIP UI Students post-exposure to
Greenwashing
 H1 - There is no Cognitive Dissonance in FISIP UI Students
post-exposure to Greenwashing

Hypothesis 2: Correlation between knowledge of greenwashing towards

purchase intention
- H2a - Higher greenwashing knowledge negatively affects purchase
intention
- H2b - Lower greenwashing knowledge have less impact on purchase
intention
Hypothesis 3: Correlation between Awareness of greenwashing towards
purchase intention
- H3a - Higher greenwashing awareness negatively affects purchase
intention
- H3b - Lower greenwashing awareness have less impact on purchase
intention
In the theoretical framework proposed, the variables can be defined as follows:

1. Knowledge of Greenwashing (Independent Variable):

This variable represents the degree of understanding and awareness that consumers
possess regarding the deceptive practice of greenwashing. It acts as an independent variable,
influencing other variables in the framework.

2. Cognitive Dissonance (Mediating Variable):

Cognitive dissonance, in this context, acts as a mediating variable that bridges the gap
between knowledge of greenwashing and purchase intention. It is a psychological state
experienced by consumers when they perceive a discrepancy between their beliefs and the green
claims made by companies. Cognitive dissonance serves as a mediator between the independent
variable (knowledge of greenwashing) and the dependent variable (purchase intention).
3. Purchase Intention (Dependent Variable):
Purchase intention represents the willingness and inclination of consumers to buy
products or services, specifically in the context of green marketing and green claims. It is the
dependent variable influenced by both the independent variable (knowledge of greenwashing)
and the mediating variable (cognitive dissonance).

4. Gender, Socio-economic Status (SES), and Geographical Background as an audience

characteristics
We use three audience characteristics, (gender, SES, and geographic background). They
play a role as a control variable to test the differences that may influence the relationships
between knowledge of greenwashing, cognitive dissonance, and purchase intention. This
variable is intended to explore whether gender plays a moderating role in the overall framework,
affecting how consumers respond to greenwashing practices.

In this theoretical framework, the "Knowledge of Greenwashing" variable is regarded as

the independent variable, representing consumers' comprehension of deceptive greenwashing
practices. The H1 suggests that higher knowledge and awareness of greenwashing may lead to
the existence of "Cognitive Dissonance" (mediating variable), a psychological discomfort
experienced when consumers perceive discrepancies between their beliefs and green marketing
claims. The H2 explores the correlation between "Knowledge of Greenwashing" and "Purchase
Intention" (dependent variable), positing that elevated knowledge may negatively impact
purchase intention. Additionally, "Gender" is introduced as a control variable to assess potential
gender-related differences in the relationships within the framework. This structured framework
provides a basis for examining how consumers' knowledge, cognitive dissonance, gender, and
purchase intention interrelate in the context of greenwashing practices.

We decided not to use age group, education, and occupation as a variable because we
concluded that it is not relevant enough since our research population consists of undergraduate
FISIP UI Students. They belong to the same age group, educational background, and occupation
(student). We also did not ask about marital status because most of our population sample aren’t
married yet, and we concluded it as irrelevant in our research.

CHAPTER III
RESEARCH METHODS

a. Data Collection Strategies

In this research paper we chose the Surveys and Questionnaires method through
an online survey. We decided that FISIP UI students, which is a large-scale population, to
be our respondents. Questionnaires will then be distributed to a diverse sample of
respondents to understand their knowledge and awareness of greenwashing, their
cognitive dissonance when purchasing greenwash-practicing products, and how these
factors affect their purchase intention.

b. Participants
The participants we aim for are active students of the undergraduate program of
FISIP UI. FISIP UI has 7 majors for undergraduate degrees consisting of criminology,
social anthropology, sociology, communication science, political science, international
relations, and social welfare science. We gather our data from DIKTI (Directorate
General of Higher Education) which is part of the Ministry of Education, Culture,
Research, and Technology (formerly the Ministry of Education and Culture) in Indonesia.
DIKTI is responsible for managing and overseeing higher education in Indonesia. The
following is the data for the amount of active students of FISIP UI per the 2023 odd
semester:
● Social welfare - 344 students,
● Communication science - 621 students,
● Social anthropology - 249 students,
● Sociology - 327 students,
● International relations - 264 students,
● Political science - 359 Students,
● Criminology - 397 Students.
 The sum of all active students totaled to 2561 students.

c. Sampling strategy -

z is the z score
ε is the margin of error
N is the population size
p̂ is the population proportion

To calculate the optimal sample size, with a confidence level of 95%, a 5%

margin of error, and a 50% population proportion, using the following formula, we
estimated our sample size to be a total of at least 335 respondents out of 2561. With
respondents from each study program being equally distributed as respondents. To ensure
equally distributed respondents, we divide each study program’s active students by the
total number of FISIP UI students, then time it with the sample size we’ve estimated. The
following is the sample for each study program based on said calculation:
● Social welfare - 44.9, rounded up to 50 respondents
● Communication science - 81.2, rounded down to 81 respondents
● Social anthropology - 32.5, rounded up to 33 respondents
● Sociology - 42.7, rounded up to 48 respondents,
● International relations - 34.5, rounded up to 35 respondents,
● Political science - 46.9, rounded up to 50 respondents
● Criminology - 51.9, rounded up to 52 respondents.

The final sample size sums up to 349 respondents.

d. Operationalization Table
 The following table consists of the operationalization of this study and the
questions that will be asked to said respondents. The knowledge scale is adopted from
Denton, et al. (2020) and Flynn and Goldsmith (1999), the awareness scale is adopted
from Gillihan and Ferguson (2018), the purchase intention scale is adopted from Dong, et
al. (2021), the cognitive dissonance scale is adopted from Hausknect, et al. (1998). The
items in these scales were later put through a selection to fit the purposes of our study
best. Items chosen were regarded as relevant and fit for our research purposes. Questions
were later formulated and adapted based on previous literature, and respondents were
asked to answer based on a 7-point Likert scale, ranging from 1 (strongly disagree) to 7
(strongly agree). The use of the 7-point Likert scale answer was from the
recommendation of Krafft and Saito (2014). For the conceptualization and
operationalization table please refer to appendix 1. For the full question sheet, including
the consent form, please refer to appendix 2.

e. Quality Measure
Quality measurement, the process of analyzing and assessing a product, service,
process, or system's features, characteristics, or performance to ascertain its degree of
quality. Aspects like dependability, accuracy, efficiency, effectiveness, safety, and
customer satisfaction must be quantified or qualified. In many different fields, quality
measurement is crucial to ensuring that standards and expectations are either met or
exceeded. It frequently entails the application of particular metrics, data analysis, and key
performance indicators (KPIs) to evaluate the caliber of the topic being studied.

Quality Measurement Components:

1. Data Collection and Sampling:
We will use a probability sampling approach in this research so that each element of the
population is more structured. Next, we use stratified random sampling. This sampling
technique involves taking a sample where the target population is separated into unique
and homogeneous segments, and then a simple random sample is selected from each
segment. Samples are selected from various strata into one sample.
 2. Data Analysis Plan
We will use univariate and multivariate analysis to analyze the data. Univariate
analysis is an analysis of one variable. This analysis explains the characteristics of the
respondent's identity, the dimensions of each variable, and the relationship between the
two. In this research, multivariate analysis is used to describe and explain the relationship
between the dependent variable and the independent variable. Multivariate analysis itself
can be defined as a method that can be used to analyze and describe the relationship
between several variables (Neuman, 2014).
Data gathered will be analyzed with the t-test technique. A t-test is a statistical
test that is used to compare the means of two groups. This study takes the mean from
results and answers that correlate to the hypothesis to address the conclusion. The study
uses gender as a controlled variable to analyze the difference between male and female
respondents.

CHAPTER IV
RESULT

Data gathered from survey shows that respondents from each study program is as following
- Social Welfare - 7 respondents
- Communication science - 37 respondents
- Social anthropology - 18 respondents
- Sociology - 4 respondents
- International relations - 8 respondents
- Political science - 10 respondents
- Criminology - 4 respondents
Which totals to 88 respondents
All respondents are students of FISIP UI. 4 Respondents are from the class of 2020, 16
respondents are from the class of 2021, 46 are from the class of 2022, 20 are from the class of
2023. 38 Respondents are male, 50 of them are female.
17 respondents answered that their income/expenses are more than Rp 5.000.000, 2 answered
between Rp 4.500.000 and Rp 5.000.000, 11 answered between Rp 4.000.000 and Rp 4.500.000,
10 answered between Rp 3.500.000 and Rp 4.000.000, 14 answered between Rp 3.000.000 and
Rp 3.500.000, 9 answered between Rp 3.000.000 and Rp 2.500.000, 11 answered between Rp
2.500.000 and Rp 2.000.000, 4 answered between Rp 2.000.000 and Rp 1.500.000, 6 answered
between Rp 1.500.000 and Rp 1.000.000, 4 answered below Rp 1.000.000,
According to the survey respondents, they have a high average knowledge of greenwashing,
though there is no significant difference between high and low knowledge of greenwashing. The
mean is used in this categorization, and the mean stated above is 3.70.

According to the survey respondents, they have a high average awareness of greenwashing,
though there is no significant difference between high and low awareness of greenwashing. The
mean is used in this categorization, and the mean stated above is 4.38.
Based on the respondents who filled out the survey, it can be seen that they have a high average
cognitive dissonance of greenwashing, although there is no significant difference to low
cognitive dissonance of greenwashing. The way we use this categorization is by using the mean
and the mean stated above is 4.21.

The survey data indicates that individuals with high average purchase intentions were influenced
by greenwashing, while there was no statistically significant difference between those with low
purchase intentions and those with high intentions. The mean, which is 3.13 in this case, is how
we apply this categorization.

Reliability Analysis

We included this variable in Cronbach's formula to test the

reliability of the knowledge of the greenwashing variable which
contains Q1 questions 1 - 5. And according to the results of the
table to the side, the overall scale of the data is good for use for
research. Because in Cronbach's alpha a figure above 0.8 can be
categorized as good data to use because the scale of this variable
reaches 0.886.

The same reliability testing formula for the Awareness of

Greenwashing variable includes Q1 number 6 and Q2 1 - 3.
Additionally, the general scale of the data is suitable for use in
research, as indicated by the results in the table to the side. Since
the scale of this variable reaches 0.870, a figure above 0.8 in
Cronbach's alpha can be considered good data to use.
.
Regarding the variable "Purchase intention," the same criteria apply to
assessing reliability, which is represented by Q3 numbers 1 through 4.
Furthermore, based on the table's results, the entire set of data is
suitable for use in a riset. The data below 0.8 in Cronbach's alpha can
be classified as appropriate for use because the variable's scale
approaches 0.927.
To improve reliability regarding cognitive dissonance, use the same hypothesis, namely
Cronbach's hypothesis. The questions used to adjust this variable consist of Q5 numbers 1, 3, 5,
6, 7, 8, 9, 10, and Q4 numbers 1 through 8. Furthermore, based on the table's results, the entire
set of data is suitable for use in a research. The data below 0.8 in Cronbach's alpha can be
classified as appropriate for use because the variable's scale approaches 0.956.
In this linear regression, it can be seen in the fit model in the R square measures section that in
our research the three variables AG, KG, and CD on purchase intention (PI) only represent 31%.
It can be concluded that there are still 69% other things that influence purchase intention apart
from the three variables mentioned.
Then to test the significance to find out the significance test to find out the relationship and
strength is through the ANOVA test. It can be seen that the relationship between KG and PI is
less significant because it can be seen that the significance value of KG is 0.911 where the
expected number to describe the significance of P is below 0.05. For the AG variable, it can be
concluded that it has a significant relationship because the result is 0.012 for the AG variable.
And the last one is the variable that is highly related to PI, namely the CD variable which
produces 0.001 of its P value, which means the relationship between PI and CD is very
significant in this ANOVA test.

The key takeaway from the analysis of the above table is that the four significant variables are
variables CD and AG, while variable KG has a somewhat significant relationship with the other
four variables.
CHAPTER V
DISCUSSION

In the upcoming research on this topic, it is critical to delve into the many variables that may
have a significant impact on Purchase Intention. These variables, which are intricately linked to
the research objectives, have a significant impact on consumer behavior and decision-making
processes. It is critical to investigate not only the traditional determinants but also emerging
aspects that may have gained prominence over time. A nuanced understanding of the dynamics
influencing Purchase Intention can be achieved by researching a comprehensive range of
research-dependent variables, thereby enriching the depth and breadth of the research findings.

CHAPTER VI
CONCLUSION

Finally, this research proposal highlights the critical issue of greenwashing and its potential
impact on consumer behaviour and trust, particularly among FISIP UI students. The study's
findings could have far-reaching implications for companies engaged in green marketing, as
unethical practices can result in negative consequences such as lower sales and a tarnished
reputation. This study aims to contribute to a better understanding of consumer behaviour in the
context of environmentally friendly products and brands by delving into the influence of
greenwashing on cognitive dissonance and purchase intention, ultimately advocating for more
transparent and ethical marketing practices in the global market.

Appendix 1

Conceptualization and Operationalization Table

● Independent Variable

Variable Overview Sub-dimensions Indicators

Knowledge and Knowledge of I consider myself to be

Greenwashing is used
Awareness of Greenwashing knowledgeable about
to describe misleading
Greenwashing greenwashing.
or deceptive claims in
green advertising Compared to other people, I know
(Carlson et al. 1993; a lot about greenwashing.
Kangun et al. 1991)
Among my circle of friends, I’m
one of the “experts” on
greenwashing

I think I know enough about

greenwashing to feel confident
about a purchase.

I have heard of some of the most

recent news regarding
greenwashing
 I can tell if a greenwash-practicing
product is worth my purchase or
not

Awareness of I am aware of the existence of

Greenwashing greenwashing.

It’s easy for me to recognize

greenwash-practicing products.

If I encounter greenwash-practicing
products, I am able to decide on
what to do and not to do.

● Dependent Variable

Variable Overview Sub-dimensions Indicators

Purchase The consumer's desire

Purchase intention I will buy products that practice
Intention to buy and own the
when purchasing greenwashing
products (Kotler &
products that
Keller, 2016). I desire to buy products that
practice
practice greenwashing.
greenwashing
Situation where
I am likely to buy products that
consumers tend to buy
practice greenwashing
a certain product in
certain conditions. I plan to purchase products that
(Morwitz et al. 2007) . practice greenwashing.

● Mediating Variable
Variable Overview Sub-dimensions Indicators

Cognitive The uncomfortable

Cognitive measures After I had made the decision to
Dissonance feeling caused by
purchase greenwash-practicing
simultaneously holding
products, I…
two contradictory
cognitions. (Festinger, - Knew I didn’t want to buy the
1957) product
- Realized I might prefer other
Measure cognitive choices
dissonance in people - Thought about what others would
when purchasing think
greenwashing products. - Thought maybe I’d made the
wrong decision
- Was thinking about it afterwards
- Wondered if I had done the right
thing
- Wondered if I had made the best
choice
- Wondered if I had made the right
choice
- Wondered if this was a con job

Emotional Measures After I had made the decision to

purchase greenwash-practicing
products, I…

- Felt anxious
- Felt guilty
- Felt I’d let myself down
 - Felt disappointed with myself
- Felt embarrassed
- Felt regret
- Felt not happy with my choice
- Felt uneasy
- Wasn’t really happy with my
choice

Emotional Measures You feel guilt/shame when

purchasing products from
companies that practice false
environmental-friendly marketing
tactics

Behavioral Intent After I had made the decision to

Measures purchase greenwash-practicing
products, I…

- Will probably talk to my friends

or family to ask them if they
think I’ve made a wise choice
with my purchase
- Will probably seek out new
information about the product, to
reassure and validate my
purchase.
Appendix 2

Questionnaire Sheet

This paper aims to understand your opinions toward greenwashing practices. You are
expected to fill in the questionnaire and your willingness and contribution to this study will be
very helpful.

Information and Agreement

You are asked to participate in research on greenwashing on consumer behavior and trust
among FISIP UI students post-exposure to greenwashing. You are asked to fill out this
questionnaire correctly and according to your opinion and condition. There are no right and
wrong answers in this questionnaire. Furthermore, the questionnaire only lasted for about 10
minutes at best. By participating in the questionnaire, you indicate that you have read and
understood the information provided in this brief explanation and agree to participate in this
research study.
Your participation is anonymous, the data you provide will be kept confidential and will
only be used for academic research purposes. By checking the options below, you are giving
your voluntary consent to participate in the online survey.
Participation is voluntary and you can withdraw anytime whenever you feel
uncomfortable, anxious or other reasons that prohibit your participation.

If you have any questions or require further information regarding this study, you can
contact the researcher, Sri Bintang Radhya, via email

sri.bintang21@ui.ac.id or +62 8787 8477 343 (WhatsApp)

I have read the consent form and agree to participate in the online survey
I have read the consent form and am not interested in participate in the online survey
 Questions Strongly Some Disagr Neutr Agre Somewh Strong
Disagree what ee (3) al e at agree ly
(1) disagre (4) (5) (6) agree
e (2) (7)

1. I consider myself to be
knowledgeable about
greenwashing.

2 Compared to other
people, I know a lot
about greenwashing.

3 Among my circle of
friends, I’m one of the
“experts” on
greenwashing

4 I think I know enough

about greenwashing to
feel confident about a
purchase

5 I have heard of some of

the most recent news
regarding greenwashing

6 I can tell if a
greenwash-practicing
product is worth my
purchase or not

Questions Strongly Some Disagr Neutr Agre Some Strong

Disagree what ee (3) al(4) e what ly
(1) disagr (5) agree agree
ee (2) (6) (7)

1 I am aware of the existence

of greenwashing.

2 It’s easy for me to

recognize
greenwash-practicing
products.
3 If I encounter
greenwash-practicing
products, I am able to
decide on what to do and
not to do.

Questions Strongly Somewhat Disagre Neutr Agree Some Strong

Disagree (1) disagree e (3) al (5) what ly
(2) (4) agree agree
(6) (7)

1 I will buy
products that
practice
greenwashing

2 I desire to buy
products that
practice
greenwashing.

3 I am likely to buy
products that
practice
greenwashing

4 I plan to purchase
products that
practice
greenwashing.
After I had made the decision to purchase greenwash-practicing products, I …

Questions Strongly Some Disagr Neutr Agre Some Strong

Disagree what ee (3) al(4) e what ly
(1) disagr (5) agree agree
ee (2) (6) (7)

1 Knew I didn’t want to buy

the product

2 Realized I might prefer

other choices

3 Thought about what others

would think

4 Thought maybe I’d made

the wrong decision

5 Was thinking about it

afterwards

6 Wondered if I had done the

right thing

7 Wondered if I had made

the best choice

8 Wondered if I had made

the right choice

9 Wondered if I had made

the right choice

After I had made the decision to purchase greenwash-practicing products, I

Questions Strongly Some Disagr Neutr Agre Some Strong

Disagree what ee (3) al(4) e what ly
(1) disagr (5) agree agree
ee (2) (6) (7)

1 Felt anxious

2 Felt guilty
3 Felt I’d let myself down

4 Felt disappointed with

myself

5 Felt embarrassed

6 Felt regret

7 Felt not happy with my

choice

8 Felt uneasy

9 Wasn’t really happy with

my choice

10 You feel guilt/shame when

purchasing products from
companies that practice
false
environmental-friendly
marketing tactics

Respondent Profile

1. Gender.
a. Male
b. Female
c. Prefer not to say

2. Age.
a. Below 18
b. 18-20
 c. 21-22

3. Socio-economic status.
a. Rp5.000.000,00 and above
b. Rp4.500.000,00 - Rp5.000.000,00
c. Rp4.000.000,00 - Rp4.500.000,00
d. Rp3.500.000,00 - Rp4.000.000,00
e. Rp.3.000.000,00 - Rp3.500.000,00
f. Rp.2.500.000,00 - Rp3.000.000,00
g. Rp2.000.000,00 - Rp2.500.000,00
h. Rp1.500.000,00 - Rp2.000.000,00
i. Rp1.000.000,00 - Rp1.500.000,00
j. Below Rp1.000.000,00
k. No income (hasn't worked professionally)

4. Geographic.
a. Metropolitan city
b. City
c. Village

Word Count: 3216 (without reference)

5348 (with reference)
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