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Journals / Beykoz Akademi Dergisi / 2026 / Cilt: 14 Sayı: 1

Greenwashing Awareness, Perception, And Brand Trust Relationship: An Empirical Study On University Students In Turkey

Greenwashing Farkındalığı, Algı Ve Marka Güveni İlişkisi: Türkiye’de Üniversite Öğrencileri Üzerine Ampirik Bir Araştırma

Pınar Seden Meral(BEYKOZ ÜNİVERSİTESİ)0000-0002-1117-7608
Serap Bozkurt(BEYKOZ UNIVERSITY)
Ahu Samav Uğursoy(BEYKOZ UNIVERSITY)
Pages
393–415
Publication Date
2026-06-24
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AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

The results indicate that perceived greenwashing negatively affects brand trust, while media exposure and awareness levels play a significant role in shaping consumers’ questioning behavior and responsible consumption tendencies.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:With increasing environmental awareness in society, businesses are centering their marketing strategies around sustainability and environmentalism.
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Key Findings & Data:However, some businesses that are not actually environmentally conscious are camouflaging their unfriendly practices with "greenwashing" strategies to create a positive brand image and gain trust by appearing environmentally friendly.
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Conclusion & Impact:The results indicate that perceived greenwashing negatively affects brand trust, while media exposure and awareness levels play a significant role in shaping consumers’ questioning behavior and responsible consumption tendencies.
🔬Design:Survey & Empirical Study
📍Scope:Comprehensive Sample
⚙️Variables:Greenwashing · Yeşil Badana · Sığ Çevrecilik

Abstract

With increasing environmental awareness in society, businesses are centering their marketing strategies around sustainability and environmentalism. However, some businesses that are not actually environmentally conscious are camouflaging their unfriendly practices with "greenwashing" strategies to create a positive brand image and gain trust by appearing environmentally friendly. The aim of this study is to examine university students' awareness, trust and perceptions regarding greenwashing practices in Turkey. An online survey was administered to students studying at 208 universities in Turkey. The Cronbach's Alpha coefficient for the internal consistency of the survey was found to be α = .808. Construct validity was evaluated with exploratory factor analysis (KMO = .841; p < .001), and it was determined that the scale exhibits a three-dimensional structure: greenwashing awareness, perception, and brand trust. The findings show that the participants' knowledge level regarding the concept of greenwashing is at a moderate level; however, their critical attitudes towards sustainability claims are high. The results indicate that perceived greenwashing negatively affects brand trust, while media exposure and awareness levels play a significant role in shaping consumers’ questioning behavior and responsible consumption tendencies. This study reveals that young consumers' critical evaluation levels of environmental claims have an impact on brand trust, and offers an empirical contribution to the greenwashing literature in the Turkish context.

Özet

Toplumda çevresel duyarlılığın artmasıyla birlikte, işletmeler pazarlama stratejilerini sürdürülebilirlik ve çevrecilik söylemleri etrafında toplamaktadır. Ancak gerçekte çevreye duyarlı olmayan bazı işletmeler, çevre dostu görünerek olumlu marka imajı oluşturmak ve güven kazanmak için çevreci olmayan uygulamalarını "greenwashing" stratejileriyle kamufle etmektedir. Çalışmanın amacı, Türkiye’de öğrenim görmekte olan üniversite öğrencilerinin greenwashing uygulamalarına yönelik farkındalık, güven ve algılarını incelemektir. Türkiye’deki 208 üniversitede öğrenim gören öğrencilere çevrimiçi anket uygulanmıştır. Anketin iç tutarlılığına ilişkin Cronbach’s Alpha katsayısı α = .808 olarak bulunmuştur. Yapı geçerliliği açımlayıcı faktör analizi ile değerlendirilmiş (KMO = .841; p < .001) ve ölçeğin üç boyutlu bir yapı sergilediği belirlenmiştir: greenwashing farkındalığı, algısı ve marka güveni. Elde edilen bulgular, katılımcıların greenwashing kavramına ilişkin bilgi düzeylerinin orta seviyede olduğunu; sürdürülebilirlik iddialarına yönelik eleştirel tutumlarının ise yüksek olduğunu göstermektedir. Bulgular, algılanan greenwashing’in marka güvenini olumsuz etkilediğini, medya etkisi ve farkındalık düzeyinin ise tüketicilerin sorgulama eğilimleri ve sorumlu tüketim davranışları üzerinde belirleyici rol oynadığını ortaya koymaktadır. Çalışma, genç tüketicilerin çevresel iddialara yönelik eleştirel değerlendirme düzeylerinin marka güveni üzerinde etkili olduğunu ortaya koymakta ve greenwashing literatürüne Türkiye bağlamında ampirik bir katkı sunmaktadır.

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Cite This Article

Meral, P. S., Bozkurt, S., Uğursoy, A. S. (2026). Greenwashing Awareness, Perception, And Brand Trust Relationship: An Empirical Study On University Students In Turkey. Beykoz Akademi Dergisi, Cilt: 14 Sayı: 1, 393–415. https://doi.org/10.14514/beykozad.1901454

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