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, İspanya, 25 - 30 Mayıs 2025, ss.1-2, (Özet Bildiri)

  • Yayın Türü: Bildiri / Özet Bildiri
  • Basıldığı Şehir: Madrid
  • Basıldığı Ülke: İspanya
  • Sayfa Sayıları: ss.1-2
  • Açık Arşiv Koleksiyonu: AVESİS Açık Erişim Koleksiyonu
  • Kocaeli Üniversitesi Adresli: Evet

Özet

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