Literasi Konsumen dan Identifikasi Praktik Greenwashing dalam Pemasaran Berkelanjutan: Tinjauan Literatur
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Abstract
Penelitian ini bertujuan untuk menganalisis peran literasi konsumen dalam mengidentifikasi praktik greenwashing pada pemasaran berkelanjutan. Fenomena meningkatnya kesadaran terhadap isu lingkungan dan sosial mendorong perusahaan menerapkan prinsip sustainability marketing, namun di sisi lain muncul praktik greenwashing yang menyesatkan konsumen melalui klaim ramah lingkungan yang tidak otentik. Metode penelitian yang digunakan adalah literature review dengan menelusuri berbagai publikasi ilmiah pada basis data Scopus, Web of Science, dan Google Scholar. Hasil kajian menunjukkan bahwa rendahnya literasi konsumen memperburuk dampak greenwashing karena menimbulkan kebingungan hijau (green confusion) dan menurunkan tingkat kepercayaan konsumen terhadap merek. Sebaliknya, literasi konsumen yang tinggi dapat berfungsi sebagai mekanisme pertahanan kognitif dalam menilai keaslian klaim keberlanjutan. Studi kasus Shell dan Unilever menunjukkan perbedaan antara komunikasi keberlanjutan yang menyesatkan dan yang otentik. Penelitian ini menegaskan pentingnya literasi konsumen sebagai kunci untuk menciptakan komunikasi pemasaran yang berkelanjutan, transparan, dan kredibel.
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Licensed under 
a Creative Commons Attribution-NonCommercial 4.0 International License
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