Abstract

Literature shows that as brand quality and brand image, green quality perception and green brand image have also positive effect on brand performance. The aim of this research is to determine the effect of green quality and green image on willing to pay more which is one of the brand performance. It also investigates the moderator role of greenwashing. Within the scope of the research, 250 participants were asked about the white goods brand. Data were tested by regression analysis and it was determined that, as expected, green image and green quality perception have positive effect on willing to pay more for the brand. However, the results show that the effect of green quality and green image is significantly reduced for consumers who have a higher greenwashing perception.