Greenwashing in Istanbul: Effects of greenwashing on Migros' customer attitudes and beliefs toward green consumption

The present research investigates the phenomenon of greenwashing in Turkey's retail sector, focusing on Migros, a prominent retailer in Istanbul.It reveals a significant gap between Migros' publicly promoted environmental values and its actual sustainability actions, particularly in the area of plastic waste management. The Theory of Planned Behavior (TPB) is used in this study to investigate the effects of greenwashing on consumer perceptions and behaviors related to green consumption in Istanbul's multifaceted market environment. The research aims to provide deeper insights into the consequences of greenwashing on consumer behavior, attitudes, and beliefs in the retail industry by examining this disjunction and diving into its influence on consumers. Keywords: Consumer behavior, Green Marketing, Greenwashing.