Hubungan Pendidikan Etika Bisnis dan Pengetahuan Sustainable Ethics terhadap Keputusan Mahasiswa S1 FEB UGM dalam Pembelian Produk yang Terindikasi Greenwashing

Hilda Bhakti Fahrezi, Ertambang Nahartyo, Dr., M.Sc., CMA., Ak., CA.

2026 | Skripsi | AKUNTANSI

Penelitian ini bertujuan untuk menganalisis hubungan pendidikan Etika Bisnis, pengetahuan sustainable ethics, dan jenis kelamin terhadap keputusan mahasiswa dalam membeli produk yang terindikasi greenwashing. Penelitian ini menggunakan metode kuantitatif dengan pendekatan deskriptif. Sampel penelitian terdiri atas 105 mahasiswa S1 Fakultas Ekonomika dan Bisnis Universitas Gadjah Mada angkatan 2022, 2023, 2024, dan 2025 yang belum, sedang, atau sudah mengambil mata kuliah Etika Bisnis serta pernah membeli produk yang terindikasi melakukan praktik greenwashing. Hasil penelitian menunjukkan bahwa: 1) Pendidikan Etika Bisnis tidak berhubungan signifikan terhadap keputusan mahasiswa dalam membeli produk yang terindikasi greenwashing; 2) Pengetahuan sustainable ethics berhubungan negatif dan signifikan terhadap keputusan mahasiswa dalam membeli produk yang terindikasi greenwashing; 3) Jenis kelamin berhubungan negatif dan signifikan terhadap keputusan mahasiswa dalam membeli produk yang terindikasi greenwashing.

This study aims to analyze the relationship between Business Ethics education, sustainable ethics knowledge, and gender with students' decisions to purchase products indicated as engaged in greenwashing. This study employed a quantitative method with a descriptive approach. The sample consisted of 105 undergraduate students form the Faculty of Economics dan Business, Universitas Gadjah Mada, from the 2022, 2023, 2024, and 2025 cohorts who had not yet taken, were currently taking, or had completed the Business Ethics course and had previously purchased products indicated as engaging in greenwashing practices. The results show that: 1) Business Ethics education does not have a significant relationship with students' decisions to purchase products indicated as engaged in greenwashing; 2) Sustainable ethics knowledge has a negative and significant relationship with students' decisions to purchase products indicated as engaged in greenwashing; 3) Gender has a negative and significant relationship with students' decisions to purchase products indicated as engaged in greenwashing.

Kata Kunci : Etika Bisnis, Sustainable Ethics, Jenis Kelamin, Greenwashing