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Abstrak :
Dampak negatif penggunaan plastik pada industri beauty and personal care (BPC) telah menjadi perhatian publik. Masyarakat mulai mencari alternatif yang ramah lingkungan untuk produk perawatan kulit mereka. Kecenderungan untuk memilih produk yang ramah di kalangan konsumen mendorong munculnya produk green skincare. Banyak perusahaan yang mulai memproduksi green skincare dan memasarkannya dengan iklan ramah lingkungan (green advertisement). Penelitian ini bertujuan untuk melihat pengaruh green advertisement terhadap green trust konsumen dewasa muda pada produk green skincare. Penelitian dilakukan secara eksperimental dengan desain randomized between-subjects two-group posttest only terhadap 335 partisipan WNI berusia 18—25 tahun. Peneliti memberikan perlakuan berupa dua stimulus poster green advertisement. Green trust konsumen diukur menggunakan alat ukur yang dikembangkan oleh Chen (2010). Data yang terkumpul dianalisis menggunakan metode Independent Sample T-Test untuk menguji hipotesis. Hasil penelitian menunjukkan bahwa terdapat pengaruh yang signifikan dari perlakuan yang diberikan pada kelompok 1 (M = 26.07, SD = 2.085) berupa poster green advertisement dengan klaim ramah lingkungan terhadap green trust partisipan dibandingkan kelompok 2 (M= 14.95, SD = 7.335), t(333) = 18.799, p < 0.05 yang diberikan perlakuan berupa poster green advertisement dengan klaim ramah lingkungan yang menyesatkan (greenwashing). Perbedaan skor variabel antara kedua kelompok tergolong cukup tinggi dan dapat disimpulkan bahwa partisipan mampu mengenali poster green advertisement yang memiliki klaim ramah lingkungan sebenarnya serta menunjukkan kepercayaan ramah lingkungan yang rendah pada poster green advertisement yang memiliki klaim ramah lingkungan menyesatkan (greenwashing). ......The negative impact of plastic use on the beauty and personal care (BPC) industry has become a public concern. People are starting to look for eco-friendly alternatives for their skincare products. The tendency to choose products that are friendly among consumers encourages the emergence of green skincare products. Many companies have started producing green skincare and marketing it with green advertisements. This study aims to see the effect of green advertisement on the green trust of young adult consumers in green skincare products. The study was conducted experimentally with a randomized between-subjects two-group posttest design only on 335 Indonesian citizen participants aged 18—25 years. The researcher gave treatment in the form of two stimulus green advertisement posters. Consumer green trust is measured using a measuring instrument developed by Chen (2010). The collected data were analyzed using the Independent Sample T-Test method to test the hypothesis. The results showed that there was a significant effect of the treatment given to group 1 (M = 26.07, SD = 2.085) in the form of green advertisement posters with environmentally friendly claims on participant green trust compared to group 2 (M = 14.95, SD = 7.335), t (333) = 18,799, p <0.05 which was given treatment in the form of green advertisement posters with misleading greenwashing claims. The difference in variable scores between the two groups was quite high and it can be concluded that participants were able to recognize green advertisement posters that had actual environmentally friendly claims and showed low green trust on green advertisement posters that had misleading environmentally friendly claims (greenwashing).

Abstrak :
Bergesernya tren gaya hidup yang mengedepankan ramah lingkungan akibat permasalahan lingkungan yang semakin mengkhawatirkan, mulai marak digunakannya green advertisement dalam menarik konsumen. Tujuan dari penelitian ini adalah untuk melihat pengaruh green advertisement terhadap green skepticism konsumen dewasa muda pada produk green skincare. Metode eksperimen pada penelitian ini menggunakan desain eksperimen randomized between-subjects two-group posttest only. Penelitian ini menggunakan poster iklan sebagai stimulus yang mewakili green advertisement. Green skepticism diukur menggunakan alat ukur dari Matthes dan Wonneberger (2014) dengan tiga item. Jumlah partisipan penelitian ini sebanyak 342 konsumen yang merupakan Warga Negara Indonesia dengan rentang usia 18—25 tahun. Peneliti memberikan perlakuan berupa dua stimulus poster green advertisement. Green skepticism konsumen diukur menggunakan alat ukur yang dikembangkan oleh Matthes dan Wonneberger (2014). Data dianalisis menggunakan metode Independent Sample t-Test untuk menguji hipotesis. Hasil penelitian menunjukkan bahwa terdapat pengaruh yang signifikan pada green skepticism konsumen kelompok 1 (M=6.85, SD=2.473) berupa poster green advertisement dengan klaim ramah lingkungan (M=6.85, dan kelompok 2 (M=13.50, SD=3.808), t(340)= -19.205, p< 0.05 yang diberikan perlakuan poster green advertisement klaim ramah lingkungan yang menyesatkan (greenwashing). ......The shift in lifestyle trends that prioritize environmentally friendly due to environmental problems that are increasingly worrying, the use of green advertisements is starting to be rife in attracting consumers. The purpose of this study was to see the effect of green advertisement on green skepticism of young adult consumers in green skincare products. The experimental method in this study used a randomized between-subjects two-group posttest experimental design only. This study uses advertisement posters as a stimulus that represents green advertisement. Green skepticism is measured using a measurement tool from Mathes and Wonneberger (2014) with three items. The number of participants in this study were 342 consumers who were Indonesian citizens with an age range of 18—25 years. The researcher gave treatment in the form of two stimulus green advertisement posters. Consumer green skepticism is measured using a measurement tool developed by Mathes and Wonneberger (2014). Data were analyzed using the Independent Sample t-Test method to test the hypothesis. The results showed that there was a significant effect on consumer green skepticism in group 1 (M=6.85, SD=2.473) in the form of green advertisement posters with green claims (M=6.85, and group 2 (M=13.50, SD=3.808), t (340) = -19.205, p < 0.05 which was given the green advertisement poster treatment of greenwashing claims.

Abstrak :
Penelitian ini bertujuan untuk mengetahui faktor-faktor yang mempengaruhi keinginan membeli produk green skincare pada milenial dan generasi Z menggunakan pendekatan the theory of planned behavior dengan country of origin dan price sensitivity sebagai variabel moderasi nya. Sampel yang digunakan dalam penelitian ini sebanyak 389 responden yang merupakan responden berusia 17 - 40 tahun, berdomisili di Jabodetabek, Indonesia, dan pernah menggunakan skincare dalam 6 bulan terakhir. Penelitian ini menggunakan Structural Equation Modeling (SEM) PLS dalam pengolahan data. Hasil penelitian ini membuktikan bahwa: (1) Attitude memiliki pengaruh positif pada Purchase Intention; (2) Subjective Norm memiliki pengaruh positif pada Purchase Intention; (3) Perceived Behavioral Control memiliki pengaruh positif pada Purchase Intention; (4) Country of Origin yang positif tidak memiliki pengaruh signifikan dalam hubungan antara Attitude dan Purchase Intention; (5) Country of Origin yang positif memperkuat hubungan antara Subjective Norm dan Purchase Intention; (6) Country of Origin yang positif tidak memiliki pengaruh signifikan dalam hubungan antara Perceived Behavior Control dan Purchase Intention; (7) Price Sensitivity yang tinggi melemahkan hubungan antara Attitude dan Purchase Intention; (8) Price Sensitivity yang tinggi melemahkan hubungan antara Subjective Norm dan Purchase Intention; (9) Price Sensitivity yang tinggi tidak memiliki pengaruh signifikan dalam hubungan antara Perceived Behavior Control dan Purchase Intention. ......This study aims to determine the factors that influence the desire to buy green skincare products for millennials and generation Z using the theory of planned behavior approach with country of origin and price sensitivity as moderating variables. The sample used in this study were 389 respondents who were respondents aged 17-40 years, domiciled in Jabodetabek, Indonesia, and had used skincare in the last 6 months. This research uses PLS Structural Equation Modeling (SEM) in data processing. The results of this study prove that: (1) Attitude has a positive effect on Purchase Intention; (2) Subjective Norm has a positive influence on Purchase Intention; (3) Perceived Behavioral Control has a positive effect on Purchase Intention; (4) Positive Country of Origin has no significant effect on the relationship between Attitude and Purchase Intention; (5) Positive Country of Origin strengthens the relationship between Subjective Norm and Purchase Intention; (6) Positive Country of Origin has no significant effect on the relationship between Perceived Behavior Control and Purchase Intention; (7) High Price Sensitivity weakens the relationship between Attitude and Purchase Intention; (8) High Price Sensitivity weakens the relationship between Subjective Norm and Purchase Intention; (9) High Price Sensitivity has no significant effect on the relationship between Perceived Behavior Control and Purchase Intention.