THE MEDIATION EFFECTS OF GREEN PERCEIVED CONSUMER SKEPTICISM AND GREEN PERCEIVED RISK IN THE RELATIONSHIP BETWEEN GREENWASHING AND GREEN TRUST
LEBLEBİCİ KOÇER, Leyla
- Publisher: Erciyes University
(issn: 1301-3688, eissn: 2630-6409)
Yeşile Boyama,Yeşil Güven,Yeşil Algılanan Risk,Yeşil Algılanan Tüketici Şüpheciliği,Yapısal Eşitlik Modellemesi | Yeşile Boyama,Yeşil Güven,Yeşil Algılanan Risk,Yeşil Algılanan Tüketici Şüpheciliği,Yapısal Eşitlik Modellemesi
This study was carried out on the consumers in Kayseri and explores the influenceof greenwashing on green trust and discusses the mediation roles of green perceivedskepticism and green perceived risk. 430 consumers were participate in the research.Structural equation modelling was applied to test the research hypothesis. Thisstudy found that greenwashing has a negative association with green trust. In addition,it found that greenwashing is positively associated with green perceived consumerskepticism and green perceived risk. The results also showed that green perceivedconsumer skepticism has a negative association with green trust. Furthermore,the results also demonstrate that green perceived consumer skepticism and greenperceived risk mediate the relationship between greenwashing and green trust.