NEGATIVE EFFECTS OF GREENWASHING ON BRANDS AND GREEN CONSUMERISM

Abstract

Due to the deceptive activities of the firms while performing green marketing, greenwash perception is composed in the consumer minds. The main purpose of this research is to explore the effect of the greenwashing on both green consumerism and green brand image, brand quality, brand equity, green brand risk. It also examines the moderator role of demographic variables between greenwashing and green consumerism. In the scope of the research, face-to-face survey method was applied on consumers determined by convenience sampling. Hypotheses were tested by regression analysis using the SPSS program. According to the results of the analysis, greenwashing has negative effect on green image, green quality, green equity and green consumerism, but has positive effect on green risk perception. It also shows that that demographic variables has partially moderator role on relationship between greenwashing and green consumerism