Dampak Green Advertising Terhadap Brand Trust: Studi Literatur Tentang Peran Green Skepticism

Muhammad Arif Ramadhan Dapubeang; Rizki Febriani

doi:10.31004/riggs.v4i3.2739

Authors

Muhammad Arif Ramadhan Dapubeang Universitas Muhammadiyah Malang
Rizki Febriani Universitas Muhammadiyah Malang

DOI:

https://doi.org/10.31004/riggs.v4i3.2739

Keywords:

Brand Trust, Corporate Social Responsibility, Green Advertising, Green Skepticism

Abstract

Penelitian ini bertujuan menganalisis dampak green advertising terhadap brand trust serta peran green skepticism dalam memengaruhi efektivitasnya. Dengan pendekatan tinjauan literatur, penelitian ini menelaah berbagai studi terkait komunikasi Corporate Social Responsibility (CSR), khususnya green advetising. Hasil kajian menunjukkan bahwa green advertising yang autentik dan transparan mampu meningkatkan brand trust, terutama ketika perusahaan konsisten dan jujur dalam komitmennya terhadap keberlanjutan. Sebaliknya, praktik greenwashing memicu skepticism yang dapat menurunkan trust konsumen terhadap klaim keberlanjutan. Tantangan utama yang diidentifikasi adalah bagaimana perusahaan mampu mengatasi persepsi negatif akibat klaim hijau yang tidak didukung bukti nyata. Untuk itu, diperlukan strategi komunikasi yang lebih transparan, berbasis bukti, serta melibatkan pemangku kepentingan. Dengan langkah tersebut, skeptisisme dapat diminimalkan dan hubungan perusahaan konsumen diperkuat. Penelitian ini menekankan bahwa green advertising sebaiknya bukan sekadar alat pemasaran, tetapi wujud praktik bisnis yang jujur dan bertanggung jawab.

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