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Indah Fatmawati

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Open access Sep 2026

Greenwashing in Sustainability Communication: Effects on Green Trust, Green Confusion, and Green Brand Equity in the Indonesian Fast-Food Industry

This study examines the effect of greenwashing on green brand equity through green trust and green confusion in Yogyakarta’s fast-food industry. Concerns over sustainability communication credibility have increased uncertainty regarding the alignment between corporate environmental claims and consumers’ perceptions of...

Bagus Ichsan Mahendra, Indah Fatmawati · 0 citations

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