In today's digital world, the Internet is having vigorous and transformational effects on consumer's behavior. Over the past ten years, consumers all over the world have increasingly used the Internet as an efficient medium in their shopping experience. Online retailers are trying to influence consumers shopping attitude and behavior by creating renewed shopping experiences in order to sustain their business under the catastrophic destructive competition among online and offline retailers. In the catastrophic destructive rivalry environment, it is vital for retailers to understand online consumers' beliefs, attitudes, shopping intentions and behavior toward online shopping. Therefore, this study was designated to clarify consumers' online shopping intentions within the online shopping environment. This study extends the technology acceptance model (TAM) and consumer perceived value theory.In the data gathering process, we used convenience sampling and face-to-face interviews techniques. The 400 valid questionnaires were gathered from the Internet shoppers who voluntarily participated with in our research in Osmaniye, Turkey. In order to test the research model, we used Partial Least Squares (PLS-PM) analysis method. The analysis results provide strong support for the research model. Particularly, perceived usefulness, hedonic value, and online shopping satisfaction dimensions have statistically positive effect on online shopping intentions. The findings suggest that perceived usefulness and positive online shopping attitude plays a significant role in increasing both perceived utilitarian and hedonic online shopping value. In addition, online shopping satisfaction and hedonic value have a significant effect on consumer online shopping intentions. Finally, analysis results give some useful insights into the consumers' online shopping intentions.

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Today, companies are searching for the ways to be perceived as more sensitive to the environment in order to enhance their green brand equity, because of consumers" increasing environmental concern. Companies have reacted to increasing environmental consciousness of consumers by introducing and developing eco-friendly products. However, there are still consumers being suspicious about the environmental performance of companies and their products. Greenwash or disclosure of deceptive green claims decreases the popularity of the real green product and decreases the effectiveness of green marketing.This study proposed four constructs -greenwashing, green perceived risk, green confusion and green trust-as the predictors of the green brand equity of gas station companies. The study offers a negative relationship between greenwash perception and green brand equity. Besides, the effects of green confusion, green perceived risk and green trust on green brand equity are tested. The study also develops perceived greenwash index, so that it reveals a direct effect of greenwash on green brand equity. The empirical analysis was carried out based on the data obtained from 400 customers of the gas station companies, which are located in Ankara, the capital city of Turkey. The survey result was analyzed by using Partial Least Squares (PLS-PM) analysis method. The results reveal that consumer"s greenwash perception has a positive effect on green confusion and green perceived risk, whereas green confusion and green perceived risk have negative effects on green trust. Expectedly, green trust has a positive effect on green brand equity. The result also indicates that consumer"s greenwash perception negatively and directly affects green brand equity.

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