... authenticity and greenwashing and, subsequently, on young adults’ pro-environmental behavior. Moreover, this study examined the moderation effect of congruent (vs incongruent) messages in the celebrity’s social media profile depicting an environmentally friendly (vs unfriendly) lifestyle. Design/methodology...

...Cagri Bulut; Murat Nazli; Erhan Aydin; Adnan Ul Haque Purpose This study aims to demonstrate how greenwashing perceptions shape the effect of environmental concern on post-millennials purchasing behavior. Design/methodology/approach Based on 174 responses gathered through a street survey...