Abstract:

Today, the production of environmentally sustainable products is of great importance for the social benefit. Because worldwide consumers’ sensitivity and awareness to nature is increasing and consumers are willing to pay more for nature-friendly products. Therefore, the importance of how and how the products purchased for consumption are less harmful to nature before production, during production, after consumption and consumption. This way emerging exchange enterprises have directed their efforts to produce, design and eliminate consumer concerns in a way that does not harm nature the products they have produced and the brands they own. In this context, it is important for consumers to see how and how natural products they use and buy and their preferred brands are perceived by consumers. In this regard, this study aims to measure consumers’ green perceptions of brands that produce technological products. The result of this study is that the detected green risk, the detected green quality, the green brand image and the green trust have an impact on the value of the green brand. In the effect of the detected green risk and the image of the green brand on the value of the green brand, the green trust has a full mediation role while the detected green quality has a partial mediation role.

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