Akademik Veri Yönetim Sistemi
INTERNATIONAL JOURNAL OF HUMANITIES AND SOCIAL DEVELOPMENT RESEARCH, cilt.0, ss.37-46, 2024 (Hakemli Dergi)
The main purpose of this study is to explore how consumers perceive and respond to greenwashing, specifically focusing on its impact on their purchasing behaviors and
emotional reactions. Additionally, the study aims to examine how the ecological image of a product's country of origin influences consumer evaluations of greenwashing practices. In
this context, the research analyzed Youtube comments of consumers based on 2 cases and integrated the outcomes of this analysis with the insights gathered from focus group study to
understand the deeper connections between greenwashing, consumer responses, and country-of-origin effects. Finally, the findings of this study highlights that consumers' perceptions of
greenwashing lead to negative purchase intention, green consumer confusion, loss of trust, and altered purchase behavior such as shifting to second-hand stores or competitors. It is also
evident that negative emotions are generated, although not intensely expressed. On the other hand, COO ecological image is not directly associated with greenwashing, but rather focuses
on regional differences.