Araştırma Makalesi
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Tüketici Yeşil Yıkama Algısının Yeşil Marka Denkliğine Etkisi: Yeşil Algılanan Risk ve Yeşil Kafa Karışıklığının Aracılık Rolü

Yıl 2023, Cilt: 7 Sayı: 1, 169 - 187, 26.06.2023

Çağatay Akdoğan Yasin Yılmaztürk

https://doi.org/10.33399/biibfad.1245187

Öz

Aşırı üretim doğal kaynakların azalmasına ve ekolojinin bozulmasına neden olmaktadır. Bu tahribatın ortadan kaldırılmasına yönelik uygulamalar, ürünün tüm kullanım süresi boyunca çevresel etkisi en aza indirilen “yeşil ürün” kavramını ortaya çıkarmaktadır. Pek çok marka/ürün, kendilerinin “yeşil” olduğunu iddia eden iletişim mesajlarını kullanmaktadır. Bu durum, işletmelerin çevresel uygulamaları ya da ürünün çevresel faydaları konusunda tüketicileri yanıltması olarak ifade edilen “yeşil yıkama” kavramının ortaya çıkmasına neden olmuştur. Bu gelişmeler, tüketicilerin “gerçek yeşil ürünler” ile “yeşil görünen ürünler” arasında kafa karışıklığı yaşamasına sebebiyet vermektedir. Bu kapsamda araştırmada, tüketicilerin yeşil yıkama algısının yeşil marka denkliği üzerindeki etkisinin incelenmesi, ayrıca bu etkide yeşil algılanan risk ve yeşil kafa karışıklığının aracılık rolünün belirlenmesi amaçlanmaktadır. Bu amaç doğrultusunda yeşil ürün satın almış olan tüketicilerden oluşan örneklem grubundan kolayda örnekleme yöntemi kullanılarak çevrimiçi anket yöntemiyle 547 veri elde edilmiştir. Ankette tüketicilere ait demografik sorular ve yeşil ürün tercihleriyle ilgili sorular bulunmaktadır. Bunun yanında, tüketicilerin yeşil yıkama algısını (YYA), yeşil algılanan riskini (YAR), yeşil kafa karışıklığını (YKK) ve yeşil marka denkliğini (YMD) değerlendirebilecek ölçeklerden yararlanılmıştır. Veriler SPSS 24 ve MPLUS8 programları ile analiz edilmiştir. Araştırma sonucunda YYA’nın YAR, YKK ve YMD üzerinde anlamlı etkisi olduğu, YYA’nın YMD üzerindeki etkisinde YKK’nın aracılık rolünün olduğu görülmektedir.

Anahtar Kelimeler

Yeşil yıkama yeşil algılanan risk yeşil kafa karışıklığı yeşil marka değeri.

Destekleyen Kurum

yok

Proje Numarası

yok

Teşekkür

Yok

Kaynakça

  • Aji, H. M., & Sutikno, B. (2015). The extended consequence of greenwashing: Perceived consumer skepticism. International Journal of Business and Information, 10(4), 433.
  • Akkan, E. (2022). İtici güçleri ve sonuçları ile yeşil aklamanın kavramsal analizi. Osmaniye Korkut Ata Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 6(2), 84-102.
  • Akyüz, A. M. & Durmuş, İ. (2020). Reklamlarda algılanan yeşile boyamanın yeşil tüketicilerin tüketim değerlerinin farklılaşmasındaki olası rolü. The Journal of International Scientific Researches, 5(1), 22-37.
  • Andreoli, T. P., Costa, E. D. S., & Prearo, L. C. (2022). Consumer judgment on the practice of greenwashing: scale development and validation. BBR. Brazilian Business Review, 19, 508-524.
  • Assael, H. (2005). Consumer behavior: a strategic approach. Indian: Dreamtech Press.
  • Bekk, M., Spörrle, M., Hedjasie, R., & Kerschreiter, R. (2016). Greening the competitive advantage: antecedents and consequences of green brand equity. Quality & Quantity, 50, 1727-1746.
  • Brouwer, A. (2016). Revealing greenwashing: a consumers' perspective. International Association for Development of the Information Society, 245-252.
  • Brown, T. A. (2015). Confirmatory factor analysis for applied research. Guilford publications.
  • Chen, Y.-S. (2010). The drivers of green brand equity: green brand image, green satisfaction, and green trust. Journal of Business Ethics, 93(2), 307-319.
  • Chen, Y.S. & Chang, C.H. (2012). Enhance green purchase intentions: The roles of green perceived value, green perceived risk, and green trust. Management Decision, 50, 502–520.
  • Chen, Y. S., & Chang, C. H. (2013a). Towards green trust: The influences of green perceived quality, green perceived risk, and green satisfaction. Management decision, 51(1), 63-82.
  • Chen, Y.-S. & Chang, C.-H. (2013b). Greenwash and green trust: the mediation effects of green consumer confusion and green perceived risk. Journal of Business Ethics, 114(3), 489-500.
  • Chen, Y. S., Huang, A. F., Wang, T. Y., & Chen, Y. R. (2018). Greenwash and green purchase behaviour: the mediation of green brand image and green brand loyalty. Total Quality Management and Business Excellence, 31(1–2), 194–209.
  • Cooper, D R. & Schindler, P. S. (2016). Métodos de pesquisa em administração (12 th). AMGH Editora Ltda.
  • Correa, C., Junior, S., & Da Silva, D. (2017). The social control exerted by advertising: A study on the perception of greenwashing in green products at retail. British Journal of Education, Society and Behavioural Science, 19(2), 1-9.
  • de Freitas Netto, S. V., Sobral, M. F. F., Ribeiro, A. R. B., & Soares, G. R. D. L. (2020). Concepts and forms of greenwashing: A systematic review. Environmental Sciences Europe, 32(1), 1-12.
  • Delmas, M. A., & Burbano, V. C. (2011). The drivers of greenwashing. California management review, 54(1), 64-87.
  • Erdoğan Tarakçı, İ. & Göktaş, B. (2019). Pazarlamanın yeni rengi: yeşil aklama. Üçüncü Sektör Sosyal Ekonomi Dergisi. 54(3), 1095-1113.
  • Gatti, L., Pizzetti, M., & Seele, P. (2021). Green lies and their effect on intention to invest. Journal of business research, 127, 228-240.
  • Gegez, E. A. (2019). Pazarlama araştırmaları (6. baskı). İstanbul: Beta Basım Yayım Dağıtım.
  • Gershoff, A. D., & Frels, J. K. (2015). What makes it green? The role of centrality of green attributes in evaluations of the greenness of products. Journal of Marketing, 79(1), 97-110.
  • Hair, J F., Babin, B., Money, A H. & Samouel, P. (2005). Fundamentos de métodos de pesquisa em administração. Bookman.
  • Hameed, I., Hyder, Z., Imran, M. & Shafiq, K. (2021). Greenwash and green purchase behavior: an environmentally sustainable perspective. Environment, Development and Sustainability, 23(9), 13113-13134.
  • Jakubczak, A., & Gotowska, M. (2020). Green consumerism vs. greenwashing. European Research Studies Journal, 23(4), 1098-1112.
  • Junior-Braga, S., Martínez, M. P., Correa, C. M., Moura-Leite, R. C., & Da Silva, D. (2019). Greenwashing effect, attitudes, and beliefs in green consumption. RAUSP Management Journal, 54, 226-241.
  • Karagöz, Y. (2019). SPSS AMOS META uygulamalı nitel-nicel karma bilimsel araştırma yöntemleri ve yayın etiği, 2. Basım, Ankara: Nobel Yayıncılık.
  • Khandelwal, U., Kulshreshtha, K., & Tripathi, V. (2019). Importance of consumer-based green brand equity: Empirical evidence. Paradigm, 23(1), 83-97.
  • Khan, M., Hussain, M., Gunasekaran, A., Ajmal, M. M., & Helo, P. T. (2018). Motivators of social sustainability in healthcare supply chains in the UAE—Stakeholder perspective. Sustainable Production and Consumption, 14, 95-104.
  • Koçer, L. L., & Delice, T. (2017). Yeşile boyama ve yeşil güven arasındaki ilişkide algılanan yeşil riskin ve algılanan tüketici şüpheciliğinin aracılık rolü. Erciyes Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 50, 1-25.
  • Laricchia, F (2022). Green technology and sustainability market size worldwide from 2021 to 2030. Erişim adresi https://www.statista.com/statistics/1319996/green-technology-andsustainability-market-size-worldwide/(Erişim tarihi: 25.01.2023).
  • Lim, W. M., Ting, D. H., Bonaventure, V. S., Sendiawan, A. P., & Tanusina, P. P. (2013). What happens when consumers realise about green washing? A qualitative investigation. International Journal of Global Environmental Issues, 13, 14–24.
  • Lu, X., Sheng, T., Zhou, X., Shen, C., & Fang, B. (2022). How does young consumers’ greenwashing perception ımpact their green purchase ıntention in the fast fashion ındustry? an analysis from the perspective of perceived risk theory. Sustainability, 14(20), 13473.
  • Lyon, T. P., & Montgomery, A. W. (2015). The means and end of greenwash. Organization and Environment, 28(2), 223–249. https:// doi.org/10.1177/1086026615575332
  • Malhotra, N. K. (2019). Pesquisa de Marketing. Bookman.
  • Mangini, E. R., Amaral, L. M., Conejero, M. A., & Pires, C. S. (2020). Greenwashing study and consumers’ behavioral intentions. Consumer Behavior Review, 4(3), 229-244.
  • Martínez, M. P., Cremasco, C. P., Gabriel Filho, L. R. A., Junior, S. S. B., Bednaski, A. V., Quevedo-Silva, F., ... & Padgett, R. C. M. L. (2020). Fuzzy inference system to study the behavior of the green consumer facing the perception of greenwashing. Journal of Cleaner Production, 242, 116064.
  • Mitchell, V.M., G. Walsh, & M. Yamin (2005). Towards a conceptual model of consumer confusion. in Advances in Consumer Research Volume 32, eds. Geeta Menon and Akshay R. Rao, Duluth, MN: Association for Consumer Research, 143-150.
  • Nielsen, 2018. The Database: What Sustainability Means Today. Erişim adresi https://www.nielsen.com/insights/2018/what-sustainability-means-today/ (Erişim Tarihi: 22.03.2023).
  • Oxford English Dictionary (2022). https://www.oed.com/, [Erişim Tarihi: 17.01.2023].
  • Qayyum, A., Jamil, R. A., & Sehar, A. (2022). Impact of green marketing, greenwashing and green confusion on green brand equity. Spanish Journal of Marketing-ESIC, (ahead-of-print).
  • Peattie, K., Peattie, S. & Ponting, C. (2009). Climate change: a social and commercial marketing communications challenge. EuroMed Journal of Business, 4(3), 270-286.
  • Polonsky, M. J., Grau, S. L. & Garma, R. (2010). The new greenwash? potential marketing problems with carbon offsets. International Journal of Business Studies: A Publication of the Faculty of Business Administration. Edith Cowan University, 18(1), 49-54.
  • Preacher, K. J., & Hayes, A. F. (2008). Asymptotic and resampling strategies for assessing and comparing indirect effects in multiple mediator models. Behavior research methods, 40(3), 879-891.
  • Ringle, C. M., Silva, D., & Bido, D. S. (2014). Structural equation modeling with the smartpls. Revista Brasileira de Marketing, 13(02), 56–73.
  • Santos, C., Coelho, A., & Marques, A. (2023). A systematic literature review on greenwashing and its relationship to stakeholders: state of art and future research agenda. Management Review Quarterly, 1-25.
  • Schermelleh-Engel, K., Moosbrugger, H., & Müller, H. (2003). Evaluating the fit of structural equation models: Tests of significance and descriptive goodness-of-fit measures. Methods of Psychological Research Online, 8(2), 23-74.
  • Steiger, J. H. (2007). Understanding the limitations of global fit assessment in structural equation modeling. Personality and Individual differences, 42(5), 893-898.
  • Şengün, H. İ. (2019). Yeşil ürün tercihi birey menfaatinden toplum menfaatine. Kriter Yayınevi: İstanbul.
  • Tarabieh, S. M. Z. A. (2021). The impact of greenwash practices over green purchase intention: The mediating effects of green confusion, green perceived risk, and green trust. Management Science Letters, 11(2), 451-464.
  • Tellan, D. (2015). Pazarlama iletişimi ekseninde çevrecilik: Yeşil kurum, marka ve halkla ilişkiler. Atatürk İletişim Dergisi, (9), 77-90.
  • TerraChoice (2009). The seven sins of greenwashing. Erişim adresi http://sinsofgreenwashing.com/findings/greenwashing‐report‐2009/index.html. (Erişim Tarihi: 15.01.2023)
  • Torelli, R., Balluchi, F., & Lazzini, A. (2020). Greenwashing and environmental communication: Effects on stakeholders' perceptions. Business Strategy and the Environment, 29(2), 407-421.
  • Veral, E. S. (2022). Yeşil yıkama ile mücadele: avrupa birliği’nde yeşil iddiaların doğrulanması girişimi. Sayıştay Dergisi, 33(124), 101-109.
  • Wang, H., Ma, B., & Bai, R. (2020). The spillover effect of greenwashing behaviours: an experimental approach. Marketing Intelligence & Planning, 38(3), 283-295.
  • Wiradendi Wolor, C., Solikhah, S., Fidhyallah, N. F., & Lestari, D. P. (2020). Effectiveness of e-training, e-leadership, and work life balance on employee performance during COVID-19. Journal of Asian Finance, Economics and Business, 7(10), 443-450.
  • Yang, S.-P., Chang, S.-C., Liang, T.-C., Situmorang, R.O.P. & Hussain, M. (2021). Consumer confusion and green consumption intentions from the perspective of food-related lifestyles on organic infantmilk formulas. Sustainability, 13(4), 1606-1621.
  • Yapraklı, T. Ş., & Yıldız, T. (2018). Yeşil aklamanın algılanan risk, kalite ve memnuniyet üzerindeki etkisi. Kafkas Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 9(18), 359-378.
  • Zhang, L., Li, D., Cao, C., & Huang, S. (2018). The influence of greenwashing perception on green purchasing intentions: The mediating role of green word-of-mouth and moderating role of green concern. Journal of Cleaner Production, 187, 740-750.

The Effect of Consumer Greenwashing Perception on Green Brand Equity: The Mediating Role of Green Perceived Risk and Green Confusion

Yıl 2023, Cilt: 7 Sayı: 1, 169 - 187, 26.06.2023

Çağatay Akdoğan Yasin Yılmaztürk

https://doi.org/10.33399/biibfad.1245187

Öz

Excessive production lead to a depletion of the environment's natural resources. Practices to remove this destruction introduce the “green product” concept, which minimizes the environmental effect of a product throughout its usage. Most brands/products use communication messages claiming they are “green.” This situation has introduced the “greenwashing” concept, which is expressed as the misguidance of consumers by enterprises concerning environmental practices or environmental advantages of a product. These developments cause consumers to have confusion between “green products” and “products that seem to be green.” The present study sought to examine the effect of consumer greenwashing perception on green brand equity and determine the mediating role of green perceived risk and green confusion in this effect. The researchers acquired 547 data from a sample group comprising consumers who had bought green products using a convenience sampling method via an online survey. The survey had demographic questions about consumers and questions about green product choices. Additionally, the researchers used scales to evaluate the consumers’ greenwashing perception (GWP), green perceived risk (GPR), green confusion (GC), and green brand equity (GBE). The SPSS 24 and MPLUS8 programs examined the study's data. According to the findings, GWP significantly impacted GPR, GC, and GBE. Furthermore, the mediating role of GC in the effect of GWP on GBE has been revealed.

Anahtar Kelimeler

Greenwashing green perceived risk green confusion green brand equity

Proje Numarası

yok

Kaynakça

  • Aji, H. M., & Sutikno, B. (2015). The extended consequence of greenwashing: Perceived consumer skepticism. International Journal of Business and Information, 10(4), 433.
  • Akkan, E. (2022). İtici güçleri ve sonuçları ile yeşil aklamanın kavramsal analizi. Osmaniye Korkut Ata Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 6(2), 84-102.
  • Akyüz, A. M. & Durmuş, İ. (2020). Reklamlarda algılanan yeşile boyamanın yeşil tüketicilerin tüketim değerlerinin farklılaşmasındaki olası rolü. The Journal of International Scientific Researches, 5(1), 22-37.
  • Andreoli, T. P., Costa, E. D. S., & Prearo, L. C. (2022). Consumer judgment on the practice of greenwashing: scale development and validation. BBR. Brazilian Business Review, 19, 508-524.
  • Assael, H. (2005). Consumer behavior: a strategic approach. Indian: Dreamtech Press.
  • Bekk, M., Spörrle, M., Hedjasie, R., & Kerschreiter, R. (2016). Greening the competitive advantage: antecedents and consequences of green brand equity. Quality & Quantity, 50, 1727-1746.
  • Brouwer, A. (2016). Revealing greenwashing: a consumers' perspective. International Association for Development of the Information Society, 245-252.
  • Brown, T. A. (2015). Confirmatory factor analysis for applied research. Guilford publications.
  • Chen, Y.-S. (2010). The drivers of green brand equity: green brand image, green satisfaction, and green trust. Journal of Business Ethics, 93(2), 307-319.
  • Chen, Y.S. & Chang, C.H. (2012). Enhance green purchase intentions: The roles of green perceived value, green perceived risk, and green trust. Management Decision, 50, 502–520.
  • Chen, Y. S., & Chang, C. H. (2013a). Towards green trust: The influences of green perceived quality, green perceived risk, and green satisfaction. Management decision, 51(1), 63-82.
  • Chen, Y.-S. & Chang, C.-H. (2013b). Greenwash and green trust: the mediation effects of green consumer confusion and green perceived risk. Journal of Business Ethics, 114(3), 489-500.
  • Chen, Y. S., Huang, A. F., Wang, T. Y., & Chen, Y. R. (2018). Greenwash and green purchase behaviour: the mediation of green brand image and green brand loyalty. Total Quality Management and Business Excellence, 31(1–2), 194–209.
  • Cooper, D R. & Schindler, P. S. (2016). Métodos de pesquisa em administração (12 th). AMGH Editora Ltda.
  • Correa, C., Junior, S., & Da Silva, D. (2017). The social control exerted by advertising: A study on the perception of greenwashing in green products at retail. British Journal of Education, Society and Behavioural Science, 19(2), 1-9.
  • de Freitas Netto, S. V., Sobral, M. F. F., Ribeiro, A. R. B., & Soares, G. R. D. L. (2020). Concepts and forms of greenwashing: A systematic review. Environmental Sciences Europe, 32(1), 1-12.
  • Delmas, M. A., & Burbano, V. C. (2011). The drivers of greenwashing. California management review, 54(1), 64-87.
  • Erdoğan Tarakçı, İ. & Göktaş, B. (2019). Pazarlamanın yeni rengi: yeşil aklama. Üçüncü Sektör Sosyal Ekonomi Dergisi. 54(3), 1095-1113.
  • Gatti, L., Pizzetti, M., & Seele, P. (2021). Green lies and their effect on intention to invest. Journal of business research, 127, 228-240.
  • Gegez, E. A. (2019). Pazarlama araştırmaları (6. baskı). İstanbul: Beta Basım Yayım Dağıtım.
  • Gershoff, A. D., & Frels, J. K. (2015). What makes it green? The role of centrality of green attributes in evaluations of the greenness of products. Journal of Marketing, 79(1), 97-110.
  • Hair, J F., Babin, B., Money, A H. & Samouel, P. (2005). Fundamentos de métodos de pesquisa em administração. Bookman.
  • Hameed, I., Hyder, Z., Imran, M. & Shafiq, K. (2021). Greenwash and green purchase behavior: an environmentally sustainable perspective. Environment, Development and Sustainability, 23(9), 13113-13134.
  • Jakubczak, A., & Gotowska, M. (2020). Green consumerism vs. greenwashing. European Research Studies Journal, 23(4), 1098-1112.
  • Junior-Braga, S., Martínez, M. P., Correa, C. M., Moura-Leite, R. C., & Da Silva, D. (2019). Greenwashing effect, attitudes, and beliefs in green consumption. RAUSP Management Journal, 54, 226-241.
  • Karagöz, Y. (2019). SPSS AMOS META uygulamalı nitel-nicel karma bilimsel araştırma yöntemleri ve yayın etiği, 2. Basım, Ankara: Nobel Yayıncılık.
  • Khandelwal, U., Kulshreshtha, K., & Tripathi, V. (2019). Importance of consumer-based green brand equity: Empirical evidence. Paradigm, 23(1), 83-97.
  • Khan, M., Hussain, M., Gunasekaran, A., Ajmal, M. M., & Helo, P. T. (2018). Motivators of social sustainability in healthcare supply chains in the UAE—Stakeholder perspective. Sustainable Production and Consumption, 14, 95-104.
  • Koçer, L. L., & Delice, T. (2017). Yeşile boyama ve yeşil güven arasındaki ilişkide algılanan yeşil riskin ve algılanan tüketici şüpheciliğinin aracılık rolü. Erciyes Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 50, 1-25.
  • Laricchia, F (2022). Green technology and sustainability market size worldwide from 2021 to 2030. Erişim adresi https://www.statista.com/statistics/1319996/green-technology-andsustainability-market-size-worldwide/(Erişim tarihi: 25.01.2023).
  • Lim, W. M., Ting, D. H., Bonaventure, V. S., Sendiawan, A. P., & Tanusina, P. P. (2013). What happens when consumers realise about green washing? A qualitative investigation. International Journal of Global Environmental Issues, 13, 14–24.
  • Lu, X., Sheng, T., Zhou, X., Shen, C., & Fang, B. (2022). How does young consumers’ greenwashing perception ımpact their green purchase ıntention in the fast fashion ındustry? an analysis from the perspective of perceived risk theory. Sustainability, 14(20), 13473.
  • Lyon, T. P., & Montgomery, A. W. (2015). The means and end of greenwash. Organization and Environment, 28(2), 223–249. https:// doi.org/10.1177/1086026615575332
  • Malhotra, N. K. (2019). Pesquisa de Marketing. Bookman.
  • Mangini, E. R., Amaral, L. M., Conejero, M. A., & Pires, C. S. (2020). Greenwashing study and consumers’ behavioral intentions. Consumer Behavior Review, 4(3), 229-244.
  • Martínez, M. P., Cremasco, C. P., Gabriel Filho, L. R. A., Junior, S. S. B., Bednaski, A. V., Quevedo-Silva, F., ... & Padgett, R. C. M. L. (2020). Fuzzy inference system to study the behavior of the green consumer facing the perception of greenwashing. Journal of Cleaner Production, 242, 116064.
  • Mitchell, V.M., G. Walsh, & M. Yamin (2005). Towards a conceptual model of consumer confusion. in Advances in Consumer Research Volume 32, eds. Geeta Menon and Akshay R. Rao, Duluth, MN: Association for Consumer Research, 143-150.
  • Nielsen, 2018. The Database: What Sustainability Means Today. Erişim adresi https://www.nielsen.com/insights/2018/what-sustainability-means-today/ (Erişim Tarihi: 22.03.2023).
  • Oxford English Dictionary (2022). https://www.oed.com/, [Erişim Tarihi: 17.01.2023].
  • Qayyum, A., Jamil, R. A., & Sehar, A. (2022). Impact of green marketing, greenwashing and green confusion on green brand equity. Spanish Journal of Marketing-ESIC, (ahead-of-print).
  • Peattie, K., Peattie, S. & Ponting, C. (2009). Climate change: a social and commercial marketing communications challenge. EuroMed Journal of Business, 4(3), 270-286.
  • Polonsky, M. J., Grau, S. L. & Garma, R. (2010). The new greenwash? potential marketing problems with carbon offsets. International Journal of Business Studies: A Publication of the Faculty of Business Administration. Edith Cowan University, 18(1), 49-54.
  • Preacher, K. J., & Hayes, A. F. (2008). Asymptotic and resampling strategies for assessing and comparing indirect effects in multiple mediator models. Behavior research methods, 40(3), 879-891.
  • Ringle, C. M., Silva, D., & Bido, D. S. (2014). Structural equation modeling with the smartpls. Revista Brasileira de Marketing, 13(02), 56–73.
  • Santos, C., Coelho, A., & Marques, A. (2023). A systematic literature review on greenwashing and its relationship to stakeholders: state of art and future research agenda. Management Review Quarterly, 1-25.
  • Schermelleh-Engel, K., Moosbrugger, H., & Müller, H. (2003). Evaluating the fit of structural equation models: Tests of significance and descriptive goodness-of-fit measures. Methods of Psychological Research Online, 8(2), 23-74.
  • Steiger, J. H. (2007). Understanding the limitations of global fit assessment in structural equation modeling. Personality and Individual differences, 42(5), 893-898.
  • Şengün, H. İ. (2019). Yeşil ürün tercihi birey menfaatinden toplum menfaatine. Kriter Yayınevi: İstanbul.
  • Tarabieh, S. M. Z. A. (2021). The impact of greenwash practices over green purchase intention: The mediating effects of green confusion, green perceived risk, and green trust. Management Science Letters, 11(2), 451-464.
  • Tellan, D. (2015). Pazarlama iletişimi ekseninde çevrecilik: Yeşil kurum, marka ve halkla ilişkiler. Atatürk İletişim Dergisi, (9), 77-90.
  • TerraChoice (2009). The seven sins of greenwashing. Erişim adresi http://sinsofgreenwashing.com/findings/greenwashing‐report‐2009/index.html. (Erişim Tarihi: 15.01.2023)
  • Torelli, R., Balluchi, F., & Lazzini, A. (2020). Greenwashing and environmental communication: Effects on stakeholders' perceptions. Business Strategy and the Environment, 29(2), 407-421.
  • Veral, E. S. (2022). Yeşil yıkama ile mücadele: avrupa birliği’nde yeşil iddiaların doğrulanması girişimi. Sayıştay Dergisi, 33(124), 101-109.
  • Wang, H., Ma, B., & Bai, R. (2020). The spillover effect of greenwashing behaviours: an experimental approach. Marketing Intelligence & Planning, 38(3), 283-295.
  • Wiradendi Wolor, C., Solikhah, S., Fidhyallah, N. F., & Lestari, D. P. (2020). Effectiveness of e-training, e-leadership, and work life balance on employee performance during COVID-19. Journal of Asian Finance, Economics and Business, 7(10), 443-450.
  • Yang, S.-P., Chang, S.-C., Liang, T.-C., Situmorang, R.O.P. & Hussain, M. (2021). Consumer confusion and green consumption intentions from the perspective of food-related lifestyles on organic infantmilk formulas. Sustainability, 13(4), 1606-1621.
  • Yapraklı, T. Ş., & Yıldız, T. (2018). Yeşil aklamanın algılanan risk, kalite ve memnuniyet üzerindeki etkisi. Kafkas Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 9(18), 359-378.
  • Zhang, L., Li, D., Cao, C., & Huang, S. (2018). The influence of greenwashing perception on green purchasing intentions: The mediating role of green word-of-mouth and moderating role of green concern. Journal of Cleaner Production, 187, 740-750.
Toplam 58 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular İşletme
Bölüm Makaleler
Yazarlar

Çağatay Akdoğan 0000-0003-0147-6468

Yasin Yılmaztürk 0000-0001-7527-9825

Proje Numarası yok
Erken Görünüm Tarihi 23 Haziran 2023
Yayımlanma Tarihi 26 Haziran 2023
Gönderilme Tarihi 31 Ocak 2023
Yayımlandığı Sayı Yıl 2023 Cilt: 7 Sayı: 1

Kaynak Göster

APA Akdoğan, Ç., & Yılmaztürk, Y. (2023). Tüketici Yeşil Yıkama Algısının Yeşil Marka Denkliğine Etkisi: Yeşil Algılanan Risk ve Yeşil Kafa Karışıklığının Aracılık Rolü. Bingöl Üniversitesi İktisadi Ve İdari Bilimler Fakültesi Dergisi, 7(1), 169-187. https://doi.org/10.33399/biibfad.1245187
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