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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