UNDERSTANDING THE CONSUMERRESPONSES TO GREENWASHING INFASTǧFASHION INDUSTRY

The main purpose of this study is to explore how consumers perceive and respond to greenwashing, specifi cally focusing on its impact on their purchasing behaviors and emo onal reac ons.Addi onally, the study aims to examine how the ecological image of a product's country of origin infl uences consumer evalua ons of greenwashing prac ces.In this context, the research analyzed Youtube comments of consumers based on 2 cases and integrated the outcomes of this analysis with the insights gathered from focus group study to understand the deeper connec ons between greenwashing, consumer responses, and country-of-origin eff ects.Finally, the fi ndings of this study highlights that consumers' percep ons of greenwashing lead to nega ve purchase inten on, green consumer confusion, loss of trust, and altered purchase behavior such as shi ing to second-hand stores or compe tors.It is also evident that nega ve emo ons are generated, although not intensely expressed.On the other hand, COO ecological image is not directly associated with greenwashing, but rather focuses on regional diff erences.