The Role of Country-of-Origin Ecological Image on Consumer Evaluations about Greenwashing

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Öğr. Gör. BUŞRA AYKUT

Tez Türü: Yüksek Lisans

Tezin Yürütüldüğü Kurum: Dokuz Eylül Üniversitesi, Sosyal Bilimler Enstitüsü, Türkiye

Tez Danışmanı: Prof. Dr. Özge Özgen

Tezin Onay Tarihi: 2024

Tezin Dili: İngilizce

Özet:

The study analyzes how the ecological image of a country affects consumers' assessments of corporations' greenwashing activities. The research seeks to explore the impact of a product's place of origin on customer perceptions and responses to greenwashing, specifically focusing on the perceived ecological image. This research enhances the comprehension of consumer behavior through the analysis of user comments on social media about greenwashing. After assessing the comments, it is clear that consumer responses to greenwashing often overlook the significance of a country's ecological image. On the other hand, consumers generally acknowledge the issue and openly discuss it but tend to focus on their own personal actions rather than suggesting a collective approach. The research provides useful insights for marketers and researchers seeking to examine the consumer perspective on greenwashing in social media.