Abstract:

Differently from the reality of any kind of brand on the market, the promotion or advertising by companies with green, environmentally friendly, and harmless signs affect the consumer psychologically. In addition to the fact that this misinformation damages consumers’ confidence, a lot of environmental claims that do not reflect the truth also negatively affect the confidence of companies that act ethically in this regard. Therefore, it is extremely important that real environmentalism and false environmental activities can be distinguished. The objective of this study is to understand what green lighting is, to increase awareness of environmental sensitivity and to determine the effects of green lighting on brand value for consumers. The main mass of the research is the car owners living in the Erzurum province. As a sample method, it is easy to use the sample method from non-accidental sample methods. In the study, the data was collected using the face-to-face survey method. A total of 500 surveys were implemented; the elimination of missing, incorrect and incorrect surveys resulted in 408 surveys evaluated. The research data obtained from the survey was analyzed by the structural equality model. The result of the study found that green perception has a negative impact on green confidence, green satisfaction, and green perception quality, while green confidence, green satisfaction and green perception quality have a positive impact on communication from green to oral, and ultimately, the communication from green to oral has a positive impact on the value of green mark.

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