Anahtar Kelimeler
sustainable consumption
supply chain transparency
consumer trust
circular economy; eco-labeling
Nasıl Atıf Yapılır
Özet
A striking paradox characterizes contemporary sustainable consumption: 68% of consumers are prepared to pay higher prices for eco-friendly products, while 78% concurrently express distrust in eco-labels, hindered by widespread greenwashing. This study analyzes how greenwashing strategically leverages entrenched cognitive biases—halo effects, authority bias, optimism bias—to diminish trust and hinder the transition to a circular economy. A rigorous mixed-methods approach—comprising experimental studies, text mining of 10,000 product claims, and supply chain audits—demonstrates that transparent supply chain communication reduces greenwashing suspicion by 53% and enhances purchase intent by 37%. Additionally, blockchain-backed traceability elevates perceived authenticity by 41%. This study introduces the Greenwashing Susceptibility Framework and the Supply Chain Transparency Index (SCTI), providing measurable avenues to restore market legitimacy through verifiable evidence rather than mere assertions.
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Telif Hakkı (c) 2026 Simon Suwanzy Dzreke