Tuncer, Mehmet Arif2025-11-202025-11-20202597988953036962-s2.0-105021294988https://hdl.handle.net/11501/2506During the promotion activities carried out by companies, various messages are given to consumers. These messages contain information about the company's activities and products from various perspectives. Consumers decide which product to buy in light of this information. One of these features that are trying to be conveyed to consumers is the company's sensitivity and attitude towards the environment. The more accurate and appropriate the information and features related to environmentalism presented in promotional activities, the more likely it is to find a positive response in the eyes of customers based on sustainability. In the event that the environmental information conveyed and the green benefits offered to the consumer do not reflect reality or are misrepresented, consumer trust in the firm will be negatively affected. Therefore, it is necessary to distinguish between companies that are genuinely environmentally sensitive and those that practice counterfeit environmentalism through greenwashing. The purpose of this chapter is to understand what greenwashing is, to strengthen environmental sensitivity, and to determine the effects of greenwashing on brand equity for consumers. The main mass of the research consists of consumers living in Istanbul and working with at least one bank. Convenience sampling was used as the sampling method. The data was obtained through face-to-face and electronic questionnaires. A total of 400 questionnaires were administered; 391 questionnaires were included in the evaluation as a result of the elimination of incomplete, incorrect and faulty questionnaires. The research data obtained as a result of the survey were analyzed with structural equation modeling. As a result of the study, greenwashing was not found to be related to green perceived risk, green confusion, green perceived quality or green trust. Green perceived risk and green confusion have no relationship with green word-of-mouth, whereas green perceived quality and green trust have a positive relationship with green word-of-mouth. The level of green word-of-mouth has a positive effect on green brand equity.eninfo:eu-repo/semantics/closedAccessBankingFinancial SectorGreen Brand EquityGreen Word-of-MouthGreenwashingBook Chapter245215