Yeşile Boyama ve Yeşil Satın Alma Davranışı Arasındaki İlişkide Yeşil Marka İmajı ve Yeşil Marka Sadakatinin Aracılık Rolü(The Mediating Role of Green Brand Image and Green Brand Loyalty in the Relationship between Greenwash and Green Purchase Behavior)

Abstract

Purpose - The study was carried out to investigate the effect of greenwash activities carried out by businesses on the green purchasing behavior of consumers. The study also attempted to determine what kind of mediating effect green brand image and green brand loyalty have on green purchasing behavior. Design\methodology\approach - The universe of the research green products in Turkey are individuals who purchase experience. Questionnaire technique was used to reveal the structural relationship. A total of 410 valid questionnaires conducted online were analyzed using Smart PLS Professional 3.3.3 software. The bootstrapping technique was used for testing the hypotheses aimed to be measured in the study. The structure, consistency and discrimination validities of the variables were calculated. Finally, the accuracy of the hypotheses was tested with path analysis. Findings - According to the results, greenwash, negatively affects green brand image, green brand loyalty and green purchasing behavior. As a result of the findings obtained, green brand image and green brand loyalty positively affect green purchasing behavior. The study also found a negative partial mediating (competitive) effect of greenwash activities and green brand image and green brand loyalty on green purchasing behavior. Discussion - The strong need for green products in the market is changing the world, so businesses are willing to adopt green marketing to compete. Although the literature argues that the environmental claims of green products should be accurate and transparent, greenwash is still used effectively in the market. It can be said that it is important for businesses to take a critical approach to increase the green buying behavior of their consumers through green brand image and green brand loyalty by reducing their greenwash activities.