NEW COLOR OF MARKETING: GREENWASHING

Abstract

Green marketing, nvironmental awareness and nviro nvironmen have attracted great interest since the 1980s, especially in the last 10 years. The concept of sustainability, which has increased in popularity in recent years, has pushed businesses to new searches. Social responsibility projects and green policies have become more then a debt of businesses nviron society, and also have become a new marketing weapon, as well as a powerful marketing communication tool, to strengthen brand image and brand value.

In this study, the concept of Greenwashing, which has emerged as an unconfirmed, misguided, inaccurate and misleading information about the nvironmental benefits of its products, which has emerged within the marketing activities carried out within the context of nvironmental marketing, has been examined. In the in-depth interviews conducted with 40 people, consumers’ sensitivity to sustainability and environment, their approaches to greenwashing, their ideas and attitudes towards organic products and good agricultural practices were investigated, and the findings obtained aimed to reveal the effect of greenwashing on consumer behavior.