Proceedings of the International Conference on Sustainable Green Tourism Applied Science - Social Applied Science 2025 (ICOSTAS-SAS 2025)

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Exploration Green Digital Ads Through Greenwashing to Manipulate Green Behaviour

Authors
Rifqi Nur Fakhrurozi1, *, Gede Pradiva Adiningrat1, Upayana Wiguna Eka Saputra1, Kadek Jemmy Waciko1, Leni Anggraini Susanti1, Ngr. Putu Raka Novandra Asta1
1Business Department, Politeknik Negeri Bali, Bali, Indonesia
*Corresponding author. Email: rifqinurfak@pnb.ac.id
Corresponding Author
Rifqi Nur Fakhrurozi
Available Online 14 November 2025.
DOI
10.2991/978-94-6463-882-0_68How to use a DOI?
Keywords
Environmental Awareness; Green Behavior; Green Digital Ads; Green Purchase; Green Washing
Abstract

This study reveals the significant and multifaceted impacts of greenwashing on consumer behavior. The most critical finding is that perceived greenwashing has a strong, direct negative effect on green purchase intentions, confirming that deceptive environmental marketing is a high-risk strategy that alienates consumers. The model also shows that consumers with higher environmental awareness and those exposed to green digital ads are more likely to perceive greenwashing, indicating that a more informed consumer base is better at detecting inauthentic claims. Interestingly, while greenwashing does not have a significant direct impact on general green behavior, making a green purchase has a strong and positive influence on broader pro-environmental habits, creating a positive spillover effect. This highlights a clear dichotomy: while deceptive practices deter sales, authentic green purchasing can foster a more comprehensive, sustainable lifestyle. Overall, the research confirms that greenwashing erodes consumer trust at the point of purchase, whereas genuine green engagement promotes broader behavioral change.

Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the International Conference on Sustainable Green Tourism Applied Science - Social Applied Science 2025 (ICOSTAS-SAS 2025)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
14 November 2025
ISBN
978-94-6463-882-0
ISSN
2352-5398
DOI
10.2991/978-94-6463-882-0_68How to use a DOI?
Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Rifqi Nur Fakhrurozi
AU  - Gede Pradiva Adiningrat
AU  - Upayana Wiguna Eka Saputra
AU  - Kadek Jemmy Waciko
AU  - Leni Anggraini Susanti
AU  - Ngr. Putu Raka Novandra Asta
PY  - 2025
DA  - 2025/11/14
TI  - Exploration Green Digital Ads Through Greenwashing to Manipulate Green Behaviour
BT  - Proceedings of the International Conference on Sustainable Green Tourism Applied Science - Social Applied Science 2025 (ICOSTAS-SAS 2025)
PB  - Atlantis Press
SP  - 597
EP  - 606
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-94-6463-882-0_68
DO  - 10.2991/978-94-6463-882-0_68
ID  - Fakhrurozi2025
ER  -