YEŞİLE BOYAMA VE YEŞİL GÜVEN ARASINDAKİ İLİŞKİDE ALGILANAN YEŞİL RİSKİN VE ALGILANAN TÜKETİCİ ŞÜPHECİLİĞİNİN ARACILIK ROLÜ

Bu çalışma, Kayseri’deki tüketiciler üzerinde, yeşile boyama ile yeşil güven arasındaki ilişkiyi belirlemek ve bu ilişkide algılanan tüketici şüpheciliği ile algılanan yeşil riskin aracılık etkisi olup olmadığını tartışmak için yapılmıştır. Araştırmaya 430 tüketici katılmıştır. Araştırma hipotezlerini test etmek amacıyla yapısal eşitlik modellemesi kullanılmıştır. Araştırma sonucuna göre, yeşile boyama ile yeşil güven arasında negatif bir ilişki, yeşile boyama ile yeşil algılanan tüketici şüpheciliği ve yeşil algılanan risk arasında ise pozitif bir ilişki olduğu ortaya çıkarılmıştır. Aynı zamanda, yeşil algılanan tüketici şüpheciliği ile yeşil güven arasında ise negatif bir ilişki belirlenmiştir. Bununla birlikte araştırma sonuçları yeşil algılanan tüketici şüpheciliği ile yeşil algılanan riskin, yeşile boyama ile yeşil güven arasındaki ilişkide aracılık rolü olduğunu göstermektedir.

THE MEDIATION EFFECTS OF GREEN PERCEIVED CONSUMER SKEPTICISM AND GREEN PERCEIVED RISK IN THE RELATIONSHIP BETWEEN GREENWASHING AND GREEN TRUST

This study was carried out on the consumers in Kayseri and explores the influence of greenwashing on green trust and discusses the mediation roles of green perceived skepticism and green perceived risk. 430 consumers were participate in the research. Structural equation modelling was applied to test the research hypothesis. This study found that greenwashing has a negative association with green trust. In addition, it found that greenwashing is positively associated with green perceived consumer skepticism and green perceived risk. The results also showed that green perceived consumer skepticism has a negative association with green trust. Furthermore, the results also demonstrate that green perceived consumer skepticism and green perceived risk mediate the relationship between greenwashing and green trust.

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