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Dergiler / Journal of Management Marketing and Logistics / 2019 / Volume: 6 Issue: 4

HOW DO FIRMS’ ACTIONS IMPACT GREEN SCEPTICISM? THE EFFECTS OF GREEN BRAND ASSOCIATIONS, GREEN BRAND EQUITY AND GREENWASHING

Ulun Akturan(GALATASARAY UNIVERSITY)0000-0002-3460-7244
Nuray Tezcan(HALIC UNIVERSITY)0000-0002-3184-7330
Sayfa
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Yayın Tarihi
2019-12-30
DOI
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⚡ TL;DR(1 Cümlede Hızlı Çıkarım)

Conclusion- Greenwashing positively affects green skepticism, while there is a positive relationship between green brand associations, green brand equity and green skepticism.

📌 3 Maddede Bu Makale

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Amaç & Hipotez:Purpose- This study aims to explore how greenwashing, green brand equity and green brand associations affect green skepticism.
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Temel Bulgular & Veri:After eliminating unreliable questionnaires, final sample size consists of 400 respondents.
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Sonuç & Katkı:Conclusion- Greenwashing positively affects green skepticism, while there is a positive relationship between green brand associations, green brand equity and green skepticism.
🔬Tür:Uygulamalı Anket & Alan Araştırması
📍Kapsam:Genişletilmiş Akademik Örneklem
⚙️Değişkenler:Green scepticism · greenwashing · green brand equity

Abstract

Purpose- This study aims to explore how greenwashing, green brand equity and green brand associations affect green skepticism. Methodology- In the study, survey method was used to collect the data. After eliminating unreliable questionnaires, final sample size consists of 400 respondents. To check the reliability and the construct validity of the scales, Cronbach’s Alpha coefficient and Exploratory Factor Analysis (EFA) was run, and to affirm the convergent and discriminant validity, Confirmatory Factor Analysis (CFA) was used. In order to test the research hypothesis, Structural Equation Modeling (SEM) was conducted. Findings- According to the results, it was found that green skepticism is positively affected by greenwashing, while negatively affected by green brand associations and green brand equity. Conclusion- Greenwashing positively affects green skepticism, while there is a positive relationship between green brand associations, green brand equity and green skepticism.

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Bu Makaleye Atıf Yap

Akturan, U., Tezcan, N. (2019). HOW DO FIRMS’ ACTIONS IMPACT GREEN SCEPTICISM? THE EFFECTS OF GREEN BRAND ASSOCIATIONS, GREEN BRAND EQUITY AND GREENWASHING. Journal of Management Marketing and Logistics, Volume: 6 Issue: 4. https://ajindex.com/articles/1592931

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