Pengaruh Greenwashing dan Green Brand Image terhadap Green Purchase Intention dengan Green Skepticism sebagai Variabel Mediasi (Studi pada air mineral Pure Life Brand Nestle)

The purpose of this study was to determine the effect of greenwashing and green brand image on green purchase intention with green skepticism as a mediating variable (Study on pure life mineral water brand Nestle). The data taken were 144 respondents using a questionnaire, the results showed that greenwashing had no effect on green purchase intention, green brand image had a positive effect on green purchase intention, and green skepticism did not mediate the influence between greenwashing and green brand image on green purchase intention of pure life mineral water brand nestle products