Regaining Consumer Trust After the Reveal of Greenwashing

Creative Commons License

Karamuk H., Koç F., Çam F. B., Erat S., Şimşek Kandemir A.

the 54th Annual EMAC Conference, Madrid, Spain, 25 - 30 May 2025, pp.1-2, (Summary Text)

  • Publication Type: Conference Paper / Summary Text
  • City: Madrid
  • Country: Spain
  • Page Numbers: pp.1-2
  • Open Archive Collection: AVESIS Open Access Collection
  • Kocaeli University Affiliated: Yes

Abstract

This study examines the impact of greenwashing on consumer trust and explores strategies for regaining trust in Turkey’s natural cosmetics market, focusing on female consumers. Using a scenario-based experimental design, the research measures trust levels before and after a beauty brand's greenwashing is revealed. Results show a significant trust decline due to greenwashing, highlighting its harmful effects on brand perception. To address these effects, 11 strategies were assessed, emphasizing transparency, tangible actions, and independent validations like eco-certifications and regulatory compliance. The findings underscore the need for measurable, authentic eco-friendly practices to effectively regain consumer trust. This study contributes to the literature on trust recovery and provides actionable strategies for businesses facing post-greenwashing challenges in environmentally conscious markets