PERCEIVED GREENWASHING: UNVEILING THE IMPACT OF EXCESSIVE REUSABLE BAGS GIVEN THROUGH FOOD DELIVERY SERVICE TOWARDS CUSTOMERS SWITCHING INTENTION AND GREEN LOYALTY IN BANDUNG

• Main Author: Firdausy Arasyi, Journey
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/78087
• Institution: Institut Teknologi Bandung

The escalating consumer demand for ecological sustainability and green marketing has impelled businesses to adopt eco-friendly practices, including the transition from disposable to reusable packaging. Simultaneously, the food delivery service sector has experienced remarkable growth in Indonesia, with numerous businesses providing reusable bags for each purchase made through these services. While this approach demonstrates a dedication to sustainability, it can be problematic if carried out excessively. In Indonesia, the situation is further complicated by the presence of government regulations banning single-use plastics. However, not all customers have fully embraced environmentally friendly habits. Additionally, a crucial factor contributing to the issue is that most businesses in the food delivery services provide each consumer with a reusable bag for every purchase, with customers not having the option to opt out of receiving these bags. This has given rise to a phenomenon of excessive handouts of reusable bags. This research aims to investigate how customers' perception of greenwashing resulting from the over-provision of reusable bags by food delivery services influences their green loyalty and switching intention. A quantitative analysis approach was employed, utilizing a survey distributed to 238 regular consumers of food delivery services in Bandung. The collected quantitative data was analyzed using descriptive statistics and PLS-SEM. The results reveal that the perceived greenwashing arising from the excessive distribution of reusable bags through food delivery services has a positive impact on customers' switching intention, while conversely affecting green loyalty negatively. Additionally, the study uncovers that perceived consumer skepticism, green perceived risk, and green trust mediate the relationship between perceived greenwashing and switching intention, while green perceived risk, green trust, and green image mediate the association between perceived greenwashing and green loyalty. These findings provide crucial insights into recommended marketing strategies for the food delivery service industry to mitigate the detrimental effects of greenwashing.