Perceived Greenwashing in Social Media Advertising and Consumer Trust: An Experimental Study

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Perceived Greenwashing in Social Media Advertising and Consumer Trust: An Experimental Study

Perceived Greenwashing in Social Media Advertising and Consumer Trust: An Experimental Study

Pages : 64-83

View : 45 | Download : 449

Publication Date : 2025-12-31

Article Type : Research Paper

Abstract :This study examines the impact of perceived greenwashing in digital advertising on consumer trust. The primary objective is to reveal how sustainability-themed messages are presented in social media environments and how they shape consumer trust and levels of engagement. Using the BrandMentions digital monitoring platform, a dataset of 10,012 sustainability-related posts was collected from various digital platforms in Türkiye between September 2024 and September 2025. The content was evaluated through sentiment analysis, risk categories (uncertainty, lack of evidence, false claims), and types of supporting evidence. The findings indicate that sustainability discourses are predominantly presented in an informative and emotionally neutral tone. Although relatively rare, negative content (e.g., criticism, skepticism) generated significantly more comments and shares, thereby fostering stronger audience engagement. Moreover, messages lacking concrete evidence or containing ambiguous statements were more likely to reduce consumer trust and reinforce perceptions of greenwashing. Clear differences were observed across platforms; overall, the results underscore that consumer trust plays a decisive role in sustainability communication and that transparent, verifiable messages strengthen this trust. The study provides both conceptual and practical contributions to understanding consumer behavior in the context of perceived greenwashing in digital advertising.
Keywords : Yeşil yıkama, dijital reklamcılık, tüketici güveni, sosyal medya, sürdürülebilirlik

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