THE IMPACT OF GREENWASHING BEHAVIOR ON CORPORATE REPUTATION

Abstract

The article employs a cross-sectional dataset comprising 475 observations to examine the relationship between the perception of greenwashing behavior
and corporate reputation. The results of the OLS regression analysis, in addition to confirming the positive influence of factors such as price, product quality,
service, and environmental and social responsibility on brand reputation, also provide evidence of a negative relationship between greenwashing and corporate
reputation. Furthermore, the study confirms the moderating role of demographic factors, specifically age, in the relationship between greenwashing and
reputation. These findings are supported by stakeholder theory and legitimacy theory. Based on these results, the study suggests several implications and
directions for future research.