A new study conducted through the collaboration of the Beykoz University Social Impact Coordination Office and the Faculty of Art and Design, published in the 2026 issue of Beykoz Akademi Journal, provides a comprehensive analysis of the relationship between university students' awareness and perceptions of greenwashing and their trust in brands in Türkiye.
The Study Surveyed Students from 208 Universities Across Türkiye
The research was conducted by Prof. Dr. Pınar Seden Meral, faculty member at Beykoz University and Social Impact Coordinator, together with Assist. Prof. Serap Bozkurt and Assist. Prof. Ahu Samav Uğursoy, faculty members in the Department of Public Relations and Advertising within the Faculty of Art and Design.
The study surveyed students enrolled at 208 universities across Türkiye. Based on 767 valid questionnaire responses collected between January and February 2026, the researchers established a statistically robust dataset. The study also developed a measurement scale consisting of three key dimensions: greenwashing awareness, consumer perception, and brand trust.
Significance of the Research
With its broad sample covering 208 universities throughout Türkiye, the study makes a significant national contribution to the greenwashing literature. The findings demonstrate that awareness alone is not sufficient to drive behavioral change; instead, meaningful progress requires the combined efforts of education, institutional transformation, and effective regulatory mechanisms.
The full article is available in Volume 14, Issue 1 (2026) of Beykoz Akademi Journal (DOI: 10.14514/beykozad.1901454).
Contact:
Prof. Dr. Pınar Seden Meral
E-mail: [email protected]
This content was updated on 30/06/2026.