Özet:

This study was carried out on the consumers in Kayseri and explores the influence of greenwashing on green trust and discusses the mediation roles of green perceived skepticism and green perceived risk. 430 consumers were participate in the research. Structural equation modelling was applied to test the research hypothesis. This study found that greenwashing has a negative association with green trust. In addition, it found that greenwashing is positively associated with green perceived consumer skepticism and green perceived risk. The results also showed that green perceived consumer skepticism has a negative association with green trust. Furthermore, the results also demonstrate that green perceived consumer skepticism and green perceived risk mediate the relationship between greenwashing and green trust.

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