The Impact of Greenwashing and Green Confusion on Green Product Purchase Intention
DOI:
https://doi.org/10.24925/turjaf.v13i4.1062-1069.7645Keywords:
Greenwashing, green confusion, green products, consumer, purchase intentionAbstract
Eco-friendly products and sustainability have attracted increasing attention from consumers in recent years, with preferences aimed at reducing environmental impacts growing steadily. Consumers aim to positively affect nature and adopt sustainable consumption habits by choosing eco-friendly products. Green products are those produced through sustainable manufacturing processes and are environmentally friendly, aiming to reduce negative impacts on the environment. While green products are marketed with claims of being eco-friendly, these claims can sometimes be misleading, which leads to the emergence of the greenwashing phenomenon. The purpose of this study is to examine the effects of greenwashing and green confusion on consumers’ purchase intentions for green products. Surveys were conducted with 384 individuals via Google Forms. The data collected in the field research were first subjected to various checks (normality test and Cronbach’s Alpha test) to assess their suitability for analysis, and then tested using Exploratory Factor Analysis, correlation, and Multiple Regression Analysis. The results of the research indicate that both the perception of greenwashing and green confusion influence purchase intentions.
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İnternet adresi https://www.un.org/en/climatechange/science/climate-issues/greenwashing 2025
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