The appearance of this article is intended to clarify the relationship among Greenwashing, Brand hypocrisy, Switching intention and Green brand associations.. The ultimate goal is to est
INTRODUCTION
Research background and statement of the problem
Human activities, particularly the release of plastic waste, have significantly contributed to global warming and environmental degradation, raising concerns about non-biodegradable waste management Modern consumers are increasingly adopting eco-friendly purchasing habits and are willing to pay more for sustainable products, prompting businesses to adapt to these trends However, this has led to a rise in greenwashing, as many companies misrepresent their environmental commitments A 2023 analysis revealed that most multinational corporations failed to meet their climate action promises, while research indicated that greenwashing practices have reached epidemic levels Companies exploit vague definitions to enhance their corporate image without making substantial environmental investments Notable examples include Volkswagen, which faced backlash for fraudulent emissions tests, highlighting the gap between marketing claims and actual performance Similarly, companies like Coca-Cola, Nestlé, and Danone have faced scrutiny for misleading claims about their plastic bottles being fully recyclable or made from recycled materials These deceptive practices challenge both businesses and consumers in achieving transparency in advertising and meeting market demands.
Recent research reveals a significant gap in the literature on corporate greenwashing, particularly in developing countries like Vietnam, which has a population of over 96.9 million Vietnam faces challenges in balancing environmental preservation with sustainable development, especially regarding consumer behavior Despite companies promoting eco-friendly initiatives, the country lacks a standardized e-waste management system, and much information flows through informal channels, leading to consumer confusion This highlights the urgent need to investigate the effects of greenwashing in developing economies, where it can negatively impact corporate accountability and public well-being The phenomenon of greenwashing often results in brand hypocrisy, where consumers perceive a disconnect between a brand's claims and its actual practices, leading to negative brand perceptions Additionally, brand associations, whether product-related or not, become intertwined with eco-friendly attributes, influencing consumer attitudes towards both the brand and the environment Understanding these dynamics is crucial for comprehending the consequences of greenwashing in Vietnam's market.
"Switching intention" refers to users' inclination to either decrease or entirely cease the use of a specific information technology product This research aims to explore the various factors influencing this behavior, particularly focusing on the effects of greenwashing By understanding these impacts, stakeholders can develop effective strategies to mitigate the prevalence of greenwashing in the market.
Research objectives
This study seeks to enhance Vietnamese businesses' understanding of how greenwashing adversely affects consumer purchasing attitudes By addressing the drawbacks of greenwashing, the authors aim to provide insights that will assist marketing departments in avoiding misleading strategies This empirical research contributes to the literature by evaluating the consequences of greenwashing, particularly the disparity between corporate claims and actual practices in Vietnam.
(1) Explore the mediating role of Brand Hypocrisy on the relationship between Greenwashing and Switching Intention.
(2) Examine the mediating role of Brand Hypocrisy on the impact of Greenwashing on Green Brand Associations.
(3) Identify the moderating role of Green Concern on the relationship between Greenwashing and its outcomes.
This research highlights the importance of addressing greenwashing, offering valuable insights for businesses to rebuild consumer trust By ensuring that green products are accessible and clearly communicated, companies can minimize misunderstandings and foster a more transparent relationship with their customers.
Subject and scope of research
This research investigates the effects of greenwashing on consumers and brands, specifically targeting Gen Z individuals aged 12 to 27 in Ho Chi Minh City Participants evaluated a hypothetical brand, referred to as Brand Y, which exhibited particular greenwashing practices, using an adapted assessment scale The survey was conducted over a three-day period, from February 2nd to February 4th.
Research method
The authors conducted a quantitative research study, utilizing measurement scales from previous studies that were translated into Vietnamese A survey was developed and pre-tested with 10 customers to ensure clarity before distribution To gather primary data, the authors implemented a Sampling Method, conducting surveys over three days in the Ho Chi Minh City area The collected data was analyzed using SmartPLS and SPSS, which involved assessing measurement scales, testing for common method bias (CMB), and evaluating the structural model through hypothesis testing.
Research contribution
Environmental concerns are becoming a significant social issue, prompting many brands to engage in greenwashing tactics to market their products This study helps consumers recognize these deceptive practices, enabling them to steer clear of the "green trap." Additionally, it seeks to inform brands about the potential repercussions of their greenwashing campaigns.
This study introduces the moderating role of green concern in the dynamics of greenwashing, exploring its effects on customer decision-making, including the development of green brand associations and switching intentions Additionally, it integrates brand hypocrisy as a mediating variable, offering a comprehensive analysis of the interplay between greenwashing, consumer behavior, and individual green concern, thereby enhancing the understanding of complexities in environmental marketing strategies.
Research structure
Chapter 01 - Introduction: The current thesis is composed of four themed chapters;
Chapter 02 - Theoretical bases and research models: First, the study will overview the definitions of variables Next, the research article will take readers to a review of the 4 models found from 4 previous research articles to serve this study In the third part, the research will analyze its hypotheses to form a separate model for the article;
Chapter 03 - Research methodology: This chapter is concerned with the methodology employed in the current thesis, comprising the research process, measurement scale, questionnaire design and sample and data collection;
Chapter 04 - Data analysis and results: This section analyzes the dataset of the research It consists of the following steps: assessment of measurement scales, test for common method bias, assessment of structural model;
Chapter 05 - Discussion and conclusion: This final chapter briefs the important results of the current thesis and provides actionable insights for omnichanncl retailers to optimize their channel management Moreover, the research limitations and recommendations for further research are also mentioned.
THEORETICAL BASES AND RESEARCH MODELS
Greenwashing
Greenwashing refers to tactics that mislead consumers about a company's environmental practices or the benefits of its products, characterized by insincere, exaggerated, and dubious claims (Parguel et al., 2011; Cherry and Sneirson, 2012) Companies often create a misleadingly positive corporate image by selectively presenting favorable information while omitting negative aspects of their environmental or social performance (Lyon and Maxwell, 2021) This practice involves providing consumers with inaccurate or deceptive information regarding a company's environmental policies (Barros et al., 2021) and is seen as a disingenuous approach to corporate social responsibility, potentially harming both consumers and society (Yang et al., 2020) Greenwashing negatively affects consumer perception, as companies tend to emphasize their sustainability efforts through excessive communication rather than making genuine improvements in their environmental and social practices (Bowen & Aragon-Correa, 2014; Delmas & Burbano, 2011; Kim & Lyon, 2015).
Prior relevant studies
(1) Corporate hypocrisy: Overcoming the threat of inconsistent corporate social responsibility perceptions (Wagner, 2009)
This study examines the communication strategies businesses can use to mitigate the adverse effects of perceived discrepancies on customer perceptions of corporate hypocrisy These perceptions significantly influence consumer attitudes towards the business and their views on its social responsibility.
In a series of studies involving undergraduate marketing students at a major public institution in the United States, researchers explored the impact of corporate social responsibility (CSR) communication strategies on consumer perceptions of hypocrisy Study 1 revealed that perceived hypocrisy is greater when firms employ a proactive communication approach—where CSR statements precede contradictory actions—compared to a reactive strategy, which follows observed behavior This heightened perception of hypocrisy adversely affects consumer views on CSR and highlights hypocrisy's mediating role in information processing Study 2 found that modifying the abstractness of CSR statements can improve the effectiveness of reactive strategies while mitigating the risks associated with proactive communication Finally, Study 3 demonstrated that an inoculation communication strategy can diminish the negative consequences of perceived hypocrisy, regardless of whether the CSR approach is proactive or reactive.
Figure 2.1 Research model of Wagner, et al., (2009)
(2) The influence of environmental concerns and psychosocial factors on electric motorbike switching intentions in the global south (Nguycn-Phuoc, 2023)
This study examines the shift from traditional bicycles to electric motorcycles (EMs), highlighting their eco-friendliness and legal advantages To effectively encourage the adoption of EMs, it is crucial to understand the factors influencing this transition Research by Nguyen-Phuoc et al reveals that while the "reasons for" switching do not directly affect the intention to adopt EMs, they exert an indirect influence through overarching motivations Conversely, "reasons against" not only lack indirect influence but also negatively impact the intention to switch.
This study employed partial least squares structural equation modeling (PLS-SEM) to analyze data from 751 conventional motorbike riders in Vietnam, aiming to explore the antecedents of switching intention through a conceptual model grounded in behavioral reasoning theory Additionally, it examined the moderating effects of knowledge and trust, providing valuable insights for policymakers and the electric vehicle industry.
Figure 2.2 Research model of Nguyen-Phuoc (2023)
(3) How does greenwashing affect green branding equity and purchase intention? An empirical research (Akturan, 2018)
This study explores the connections between greenwashing, green brand equity, brand credibility, green brand associations, and purchase intention Precisely, Akturan
In 2018, the research model identifies greenwashing and purchasing intention as key components, with green brand associations and brand credibility serving as mediators These factors contribute to the development of green brand equity, ultimately influencing the purchasing intention.
A survey conducted with 500 Turkish consumers revealed that green brand associations positively influence brand credibility, thereby enhancing green brand equity Furthermore, green brand equity significantly boosts consumers' purchase intentions However, the study also found that greenwashing negatively affects both green brand associations and brand credibility, which in turn undermines green brand equity and purchase intentions This research highlights the critical need for managers to understand that greenwashing can diminish purchase intentions and harm the overall brand relationship.
Figure 2.3 Research model of Akturan (2018)
(4) The influence of greenwashing perception on green purchasing intentions: The mediating role of green word-of-mouth and moderating role of green concern (Zhang Ct al., 2018)
This research delves into the growing issues related to greenwashing, particularly examining consumer perceptions and the resulting consequences Utilizing attitude-behavior-context theory, Zhang et al (2018) analyzed how consumers' views on greenwashing affect their intentions to engage in eco-friendly purchases The study highlights the mediating role of green word-of-mouth (WOM) and the moderating influence of green concern, as illustrated in Figure 2.4.
Researchers tested a model using data from 553 battery consumers in China, revealing that perceptions of greenwashing significantly reduce green purchasing intentions This negative impact is further amplified by green concern and is mediated through green word-of-mouth (WOM) The study emphasizes that companies should focus on genuine environmental initiatives rather than greenwashing to foster consumer trust and increase sales.
Figure 2.4 Research model of Zhang et al (2018)
Research framework and hypothesis development
2.3.1 Cognitive Dissonance Theory and Signaling Theory
The combination of Cognitive Dissonance Theory and Signaling Theory offers a comprehensive framework to analyze consumer reactions to greenwashing, effectively addressing the complexities involved in the proposed model.
De Jong et al (2018) applied cognitive dissonance theory to analyze consumer reactions to greenwashing, as initially proposed by Feslinger (1957) This theory suggests that when consumers who believe in a company's environmental claims encounter conflicting information, they experience cognitive dissonance and seek to reconcile the discrepancies There are three theoretical approaches to resolving this dissonance: rejecting the organization's environmental claims, dismissing the third-party information, or adopting a perspective that acknowledges the company's green intentions while disputing its environmental claims Additional research on consumer behavior regarding environmental friendliness indicates that individuals may employ various strategies to address cognitive dissonance (McDonald et al., 2015; Tanford & Montgomery, 2015).
The identification of greenwashing often involves uncertainty, as it requires individuals to perceive a deliberate lie (Turri & Turri, 2015) Recent research highlights that many instances of greenwashing arise from ambiguous situations Seele and Gatti (2017) emphasize that greenwashing is recognized only when misleading corporate social responsibility (CSR) communication is paired with an accusation from a credible third party It is only when a trustworthy accuser points out intentional and significant greenwashing practices that consumers are likely to hold the organization accountable for its misleading claims.
Signaling theory emphasizes the importance of information sharing to highlight the positive attributes of a corporation, as noted by Grigoriou and Sharma (2016) It posits that brands serve as valuable tools for consumers and businesses alike in assessing quality, according to Erdem and Swait.
Signaling theory aims to mitigate information asymmetry between parties, emphasizing the importance of credibility in building consumer-based brand equity (Erdem and Swait, 2001; Spence, 2002) In marketing contexts, this typically involves a vendor (the signaler) and a buyer (the receiver), where the signaler communicates a message that the receiver interprets and responds to (Connelly et al., 2011) This theory is particularly relevant for products with uncertain or undisclosed quality until purchase (Kirmani and Rao, 2000) Seele and Gatti (2017) identify two key reasons why misleading green communication can be an effective signaling strategy for influencing stakeholder perceptions: it allows low-performing organizations to appear socially and environmentally responsible, thereby enhancing their reputation.
Since 2011, organizations have had the option to communicate their environmental quality externally, aligning with signaling theory, which posits that low-performing firms may be motivated to convey misleading messages to gain legitimacy Wong et al (2014) and Prophero et al (1997) argue that stakeholders often struggle to differentiate between symbolic and tangible values based solely on a company's eco-friendly communications Corporations can easily disseminate misleading signals due to the information asymmetry between the sender and the recipient The aim of signaling theory is to reduce this information imbalance (Spence, 2002) As noted by Carlson, Grove, and Kangun (1993), the complexity and evolving nature of scientific knowledge surrounding environmental claims make it challenging for the public to understand the true implications of these messages Consequently, false green messaging may be used to project a business's eco-friendly actions, exploiting the knowledge gap between companies and their stakeholders.
Cognitive dissonance theory effectively explains how consumers react to the discomfort arising from inconsistencies between a brand's environmental actions and its green marketing claims As sustainability gains importance, consumers increasingly scrutinize firms' environmental practices, experiencing cognitive dissonance that drives them to seek genuine eco-friendly alternatives Additionally, Signaling Theory highlights how greenwashing serves as a deceptive signaling mechanism for brands in a competitive market focused on sustainability When consumers perceive these signals as misleading, they view them as indicators of brand hypocrisy, which undermines trust and negatively impacts green brand associations, ultimately compromising the brand's perceived environmental authenticity.
The integration of Cognitive Dissonance Theory and Signaling Theory provides a comprehensive understanding of consumer responses to greenwashing, highlighting the tension between supporting authentic eco-friendly brands and navigating deceptive green marketing This approach offers valuable insights into the effects of greenwashing on consumer behavior, enabling marketers to create more effective strategies that promote genuine environmental initiatives and build consumer trust.
This study examines customer switching intentions in the market for environmentally friendly products and services As noted by Ye and Potter (2011), consumers may reduce or completely stop using a green product or service, indicating a shift in intention Sharma and Patterson (2000) highlight that switching services involves significant risks for customers, prompting them to seek alternative brands that better fulfill their needs Consequently, in this context, switching intention represents a negative outcome for companies offering green products or services.
Greenwashing undermines the trust and satisfaction of environmentally conscious consumers, leading to a detrimental impact on brand loyalty Research indicates that this deceptive practice weakens the vital connection between consumer satisfaction and loyalty (Chen et al., 2016; Chen et al., 2014; Braga et al., 2019) Moreover, studies show that perceived value influences consumer behavior, prompting individuals to switch to alternatives, even if they are less sustainable, when they feel misled by greenwashing This shift often prioritizes convenience and cost over environmental responsibility, reflecting a sense of betrayal from the brand.
Greenwashing significantly undermines consumer satisfaction and brand loyalty, creating a negative impact on consumer perceptions and behaviors This deceptive practice can drive customers to abandon their previous purchases and shift their loyalty to competing brands (Chen and Chang, 2012).
H,: Greenwashing has a positive influence on switching intention.
2.3.3 Greenwashing and Green brand associations:
Brand associations encompass the meanings and values consumers attribute to a brand, forming a framework of brand knowledge influenced by various associations (Keller, 2003; Aaker, 2003; Camiciottoli et al., 2014) In the realm of green brands, these associations arise from the communication of eco-friendly product attributes that enhance the brand's sustainability (Hartmann et al., 2006) Keller (1998) identifies brand associations by their strength, favorability, and uniqueness For example, Tesla exemplifies strong green brand associations through its recognized commitment to sustainability via zero-emission electric vehicles, positive perceptions of environmental consciousness, and a unique position as a leader in clean and sustainable transportation within the automotive industry.
In green marketing, consumers typically view their environmental attitudes and brand perceptions as separate; however, when a brand emphasizes its eco-friendly attributes, these perceptions merge into a unified set of associations (Ng et al., 2014) All experiences, whether positive or negative, are linked to a brand in the consumer's mind (Keller, 2001) Conversely, greenwashing involves insincere and misleading environmental claims, which can lead to negative consumer emotions and confusion (Cherry and Sneirson, 2012) This relationship suggests that greenwashing adversely affects green brand associations, ultimately leaving consumers with unfavorable impressions.
H2: Greenwashing has a negative influence on green brand association.
2.3.4 The mediating effect of Brand hypocrisy on the relationship between Greenwashing and Switching intention
Brand hypocrisy (BH) refers to the consumer perception that a brand misrepresents itself, especially regarding corporate social responsibility (Wagner et al., 2009) This concept has been expanded to include moral hypocrisy, behavioral hypocrisy, and hypocrisy attribution (Wagner et al., 2020) Despite its multifaceted nature, brand hypocrisy remains underexplored, with most studies focusing on either hypocrisy or behavioral hypocrisy, or a combination of both Regardless of its form, brand hypocrisy has a negative impact on consumers.
Greenwashing refers to the gap between a brand's environmental claims and its actual practices, leading to consumer confusion and suspicion (Xiao et al., 2021; Walsh et al., 2010) Brand hypocrisy arises when companies fail to meet their commitments or promote unrealistic ideals, negatively impacting consumer perception (Guèvremont, 2019) A history of dishonesty can hinder consumer trust in future brand statements (Jung et al., 2020) Additionally, selective disclosure of positive information without addressing negative aspects can further fuel doubts about authenticity (Polonsky et al., 2010) Even unintentional misrepresentation can lead to skepticism, especially in light of increasing greenwashing instances (Nguyen et al., 2019; Arii et al., 2019) Brands that claim environmental responsibility without concrete actions may be viewed as hypocritical, prompting consumers to question their authenticity (Jung et al., 2020) Consequently, greenwashing can significantly influence brand hypocrisy, as consumers perceive brands as misrepresenting their environmental commitments Thus, it is hypothesized that greenwashing positively influences brand hypocrisy.
Summary
This chapter introduces a research framework derived from prior studies, highlighting the significant effects of Greenwashing (GW) It identifies three key impacts: BFI, SI, and GBA GW positively influences Behavioral Health (BH) and Social Influence (SI), while negatively affecting Green Brand Attitude (GBA) Additionally, insurance demonstrates a positive impact on both BH and SI The framework also reveals that the moderating variable, Green Culture (GC), plays a crucial role in shaping the relationships between GW and these three outcomes Based on these findings, the authors propose a comprehensive research model.
Figure 2.5 Research model and hypothesis
RESEARCH METHODOLOGY
Research process
The current thesis employs a mixed methodology, integrating both qualitative and quantitative approaches to enhance the validity and coherence of the research questionnaire The initial step involved a thorough literature review to select an appropriate measuring scale for the investigated construct Subsequently, each item was translated into Vietnamese, the official language of the study environment A draft questionnaire was then pre-tested on ten clients, leading to necessary edits for clarity before finalization The finalized survey was subsequently conducted.
In Ho Chi Minh City, the dataset was analyzed using SmartPLS 4.1.0, following a two-step procedure to assess the measurement model Reliability of the constructs was measured through Cronbach's alpha and composite reliability, while convergent validity was evaluated using average variance extracted (AVE) and indicator reliability Discriminant validity was assessed through cross loadings and the Fornell-Larcker criterion To address potential common method bias (CMB), the study examined the structural model with various criteria, including VIF values for collinearity, SRMR for model fit, and R² and Q² for the predictive power and relevance of the endogenous constructs A bootstrapping approach with 5,000 samples was employed to analyze the direct, mediating, and moderating effects of the hypotheses, as detailed in the research process illustrated in Figure 3.1.
Eornell-Larcker criterion, and the
- The collinearity issues (VÌH value)
- The model fit (SRMR value)
- The predictive power (R2) and predictive relevance (Q2)
- Hypotheses testing (bootstrapping 5,000): direct effects, mediating effects, and the moderating effects.
Measurement scale
The study employed a comprehensive set of validated scales to explore consumers' attitudes and behaviors towards green products, focusing on key concepts such as greenwashing (GW), brand hypocrisy (BH), green brand associations (GBA), switching intention (SI), and green concern (GC) Greenwashing was assessed using a five-item adapted scale, highlighting deceptive practices that misrepresent environmental claims Brand hypocrisy was examined through three adapted scales, while a four-item scale investigated green brand associations The intention to switch products was measured with a three-item scale, and green concern served as a moderating variable across these relationships, evaluated through a four-item scale that captures environmentally responsible shopping habits All items were rated on a five-point Likert scale and translated into Vietnamese for the research context.
Table 3.1 Summary of preliminary scales of variables
CODE LATENT VARIABLES AND SCALE
BH1 “ I find that this brand acts hypocritically.”
44 The words 1 hear from this brand and their actions arc different.”
44 This brand is pretending to me what they are not actually doing.”
Sil kk I will switch to another brand in the future.”
SI2 441 have the intention to switch to another brand in the future.”
441 am likely to switch to another brand in the future.”
GWl 441 feel misled by the environmental features of this product due to misleading language.”
"1 feel deceived about the environmental features of this product due to misleading visuals or graphics."
"I find the green claim of this product to be vague or seemingly unprovable."
"I believe this product overstates or exaggerates the extent of its green functionality."
"This product omitted or covered up important information, making its green claims sound to me like the product was better than it actually was."
“ I can recognize this brand among other competing brands because of its environmental commitments”.
GBA2 “I am aware of this brand because of its environmental reputation”.
“ When I think about green products, I always think of some environmental characteristics of products from this brand first.”
GBA4 “I can quickly recall the green image of this brand”.
“ I am worried about the worsening of the quality of the environment.”
GC2 “ The environment is a major concern for me.”
GC3 “ I am passionate about environmental protection issues.”
GC4 “ Ĩ often think about how the condition of the environment can be improved.”
Questionnaire design
The authors developed an online questionnaire consisting of four sections to ensure participants provide accurate responses regarding greenwashing Initially, they clarified the concept of greenwashing to enhance understanding The survey includes three demographic questions to identify respondents and incorporates specific assumptions about brand Y alongside its actual greenwashing behaviors, facilitating clearer visualization of the situation Finally, an adapted measurement scale was utilized to gauge participants' perceptions of brand Y after they were informed about its greenwashing practices.
Sample and data collection
This study utilizes the questionnaire survey method, as outlined by Chen et al (2014), to investigate the proposed hypotheses, focusing on individual consumers aged 12 to 27 in Ho Chi Minh City With a population of approximately 2,422,410 individuals in this age group out of a total of 9,271,351 residents in the city as of 2024, the calculated percentage of young individuals is 26.11%.
Therefore, our expected sample size is 297.
The data was gathered from young people of generation z who are at the age of
In Ho Chi Minh City, individuals aged 12 to 27 represent 9.3% of Vietnam's total population To gather insights from this demographic, an online questionnaire will be distributed via Google Forms, with responses collected over three days, from February 2 to February 4, 2024 The data will be derived from the completed questionnaires of carefully screened participants.
The survey begins with a clear definition of greenwashing to help respondents understand the term Following this, participants answer demographic questions regarding their gender, age, and monthly income before completing the main questionnaire To facilitate understanding, the authors present a hypothetical scenario involving a brand named Y, which outlines a marketing strategy aimed at promoting green products through greenwashing This approach allows respondents to engage with the survey without referencing specific real brands, addressing the sensitivity of the topic.
Brand Y is a well-known cosmetics brand dedicated to reducing its environmental impact through initiatives like recycled packaging, organic ingredients, and tree planting programs Despite these efforts, recent consumer concerns have emerged regarding the presence of harmful chemicals in their products, which could jeopardize both health and the environment Unfortunately, Brand Y has yet to provide effective solutions or actions to address these pollution concerns, undermining their earlier commitments to sustainability.
Participants were asked to complete a questionnaire based on prior research, with the English version translated into Vietnamese The questionnaire utilized a five-point Likert scale, enabling respondents to express their levels of agreement from 'strongly disagree' to 'strongly agree.'
Sample characteristics
A comprehensive analysis was conducted using 250 valid responses, with a notable 64.4% of participants identifying as female The age group of 18 to 20 years comprised the majority at 78% Additionally, most respondents reported a monthly income of 5,000,000 VND or less For further insights into the purchasing profiles and activities of the respondents, please refer to Table 3.2.
Summary
This chapter outlines the methodology employed in the thesis, detailing the research process, measurement scales, questionnaire design, sample characteristics, and data collection methods The study focuses on two multi-dimensional constructs—greenwashing and brand hypocrisy—alongside a single-item construct, green concern All measurement tools were adapted from established studies by Wagner et al (2009), Nguyen-Phuoc et al (2023), Akturan (2018), and Zhang et al (2018) Data was gathered from customers aged 12-27 in Ho Chi Minh City, who have previously purchased green products, utilizing purposive sampling based on gender Ultimately, 250 valid responses were selected for analysis in subsequent chapters.
RESEARCH RESULTS
Description of survey form
4 1.1 Cleaning, encrypting, and aggregating survey results
After gathering data through an online questionnaire via Google Form, the authors proceeded to clean and encode the observed variables This involved processing valid responses while eliminating invalid data, including missing information and answer sheets that did not meet the criteria for all questions, prior to synthesizing the results.
Table 4.1 Results of the survey sample (Source of results Quantitative research)
Answer Sheet Amount collected Valid amount earned
A survey was conducted using a Google form link distributed to students' Gmail accounts and shared on university student pages in Ho Chi Minh City The data from 250 completed responses were analyzed and synthesized utilizing Excel 2010, SPSS 25.0, and SmartPLS 4.1.0 software.
4 1.2 Summary of research sample information
The basic characteristics of the 250 collected and synthesized response sheets as follows:
The survey results indicate a higher representation of females, comprising 64.40% (161 out of 250 responses) of the total sample, compared to males, who accounted for 35.60% (89 out of 250 responses).
Table 4.2 Results by gender (unit: person/%) (Results of Quantitative Research)
(2) Description of sample by ages
The survey sample predominantly comprised individuals aged 18 to 20, representing 78.00% of respondents This was followed by those aged 21 to 25 at 13.60%, while individuals aged 12 to 17 accounted for 7.60%.
Table 4.3 Sample structure of survey by ages (Results of Quantitative Research)
Ages Quantity Percent (%) from 12 to 17 19 \ 7.60% from 18 to 20 195 78.00% from 21 to 25 34 \ 13.60% from 26 to 27 2 0.80%
(3) Description of participants’ income in a month
The expenses of the surveyed individuals for average monthly income were allocated as follows:
• Less than 2,000,000 VND accounted for 40.80% (102/250 responses),
• 2,000,000 VND - 5,000,000 VND accounted for 41.20%( 103/250 responses),
• 5,000,000 VND - 10,000,000 VND accounted for 12.80%(32/250 responses),
• More than 10,000,000 VND accounted for 5.2% (13/2 5 0 responses).
Table 4.4 Sample structure of survey by participants9 income (Results of
Assessment of measurement scales
A reliable measurement scale should achieve a Cronbach’s alpha score of at least 0.7, with all variables in this study exceeding this threshold and scoring above 0.8, indicating excellent measurement quality However, relying solely on Cronbach's alpha has its limitations To ensure comprehensive reliability, the authors also evaluated the composite reliability (rho c) scores, which confirmed that all variables surpassed the 0.7 standard.
The authors will assess the convergent validity of the measurements using two methods: outer loadings and Average Variance Extracted (AVE) The analysis reveals that all outer loading scores surpass the 0.7 benchmark, while the AVE scores for each variable also exceed the 0.5 threshold, confirming strong convergent validity.
To validate the usability of the measurements, the final step is to evaluate their discriminant validity Utilizing the Fornell-Larcher method, the authors analyze the square root of the Average Variance Extracted (AVE) for each observed variable and compare it with the Pearson correlation coefficients of those variables against others The findings demonstrate that the square root of the AVE for each observed variable exceeds the correlations with other research variables, confirming robust discriminant validity.
Figure 4.1 Research model analysis results
Table 4.5 Construct reliability and validity
BH GBA GC GW SI
Test for common method bias
The use of a self-reported questionnaire to collect data from a single source raises concerns about common method bias (CMB), potentially exaggerating the relationships within the model Given that all constructs were assessed through the same questionnaire and respondents, CMB is acknowledged in this study To evaluate the presence of CMB, Harman's single-factor approach was utilized through SPSS factor analysis.
(Podsakoff et al., 2003) The result indicated that the first factor explains less than 50% of the total variance (46.245%) Hence, there is no significant issue with CMB.
Assessment of structural model
In accordance with the methodology established by Hair et al (2017) for evaluating the structural model, an initial assessment of collinearity among the predictor variables was conducted The analysis revealed that all VIF values were below 5.0 (refer to Table 4.8), indicating that collinearity is unlikely to pose a significant issue.
BH GBA GC GW SI GC X GW
The structural model demonstrated a good fit for theory testing, evidenced by a standardized root mean square residual (SRMR) value of 0.055, which is below the threshold of 0.08 The model's predictive power was assessed using R2 and Q2 values, with R2 values of 0.681 for BH and 0.542 for SI indicating substantial predictive accuracy, while GBA showed a moderate level at 0.174 All Q2 values for the endogenous constructs exceeded zero, confirming their predictive relevance These results indicate that the exogenous factors significantly explain and predict the three endogenous factors within the model, ensuring the overall quality of the structural model The subsequent analysis will detail the results of hypothesis testing, including direct effects, mediating influences, and moderating impacts.
A t-test utilizing a bootstrapping procedure with 5,000 samples was conducted to assess the direct effects within the research model, with Cohen’s Indicator (f2) employed to evaluate effect sizes categorized as small (0.02), medium (0.15), and large (0.35) (Hair et al., 2017) The findings, illustrated in Table 4.9 and Figure 4.2, indicate that both direct hypotheses (H1 and H2) were supported, achieving a confidence level of at least 95% Notably, the effect sizes for greenwashing's impact on switching intention and green brand associations were found to be small, measuring 0.029 and 0.006, respectively.
Table 4.9 Significance testing results of the structural model path coefficients
Path coefficients p Value 95% Confidence intervals
Note: “ The 95% confidence intervals bias corrected not included zero is also considered as a criterion for significance testing
According to Zhao et al (2010), mediation analysis was conducted using a bootstrap test with 5,000 samples, replacing the Baron-Kenny procedure and Sobel test to assess indirect mediating effects The results revealed that the indirect effects proposed in hypotheses H3 and H4 were both positive and statistically significant, with 95% bias-corrected confidence intervals excluding zero, thus supporting H3 and H4 Furthermore, the analysis identified the typology of mediations, showing that the direct effects between GW and SI, as well as GBA, were both positive and significant, surpassing the indirect effects Consequently, the authors classified BH as a complementary mediation for the two proposed direct effects.
Table 4.10 Significance testing results of the total indirect effects
Total indirect effect p Value 95% confidence intervals
Note: a The 95% confidence intervals bias corrected not included zero is also considered as a criterion for significance testing
The study examined the moderating effects of green concern on the relationships between greenwashing and its antecedents, including switching intention, brand hypocrisy, and green brand associations Interaction terms were developed for the analysis, revealing that only the moderating effect of brand hypocrisy on greenwashing and switching intention was supported, while the other hypotheses did not meet significance thresholds According to Kenny’s standards, effect sizes for moderation can be categorized as small, medium, or large, with corresponding values of 0.005, 0.01, and 0.025 The effect size (f2) for the moderating effects of green concern in this study was calculated at 0.022, indicating a medium effect.
This chapter presents an analysis of the research dataset, detailing the survey form, measurement scale assessments, common method bias tests, and structural model evaluations The findings indicate that greenwashing significantly influences both switching intention and green brand associations Additionally, brand hypocrisy complementarity serves as a mediator in the relationship between greenwashing and customers' switching intentions and green brand associations Interestingly, green concern only enhances the link between greenwashing and switching intention, diverging from the authors' initial hypotheses The subsequent chapter will further explore these research results and their implications for management.
DISCUSSION AND CONCLUSION
Research implications
This study enhances our understanding of greenwashing and its effects on consumer behavior and corporate sustainability While previous research has focused on consumer perceptions of greenwashing, this investigation delves into the mechanisms behind greenwashing detection and its influence on consumer trust and purchasing decisions By empirically analyzing the factors that affect consumers' ability to recognize greenwashing cues and their reactions, this research provides insights for companies to create more effective sustainability communication strategies that appeal to environmentally conscious consumers.
This research quantitatively analyzes the connections between greenwashing signals, consumer perceptions, and behavioral intentions, offering strong empirical evidence that strengthens the reliability and generalizability of findings in green marketing and corporate sustainability.
Empirical findings highlight essential strategies for companies aiming to reduce greenwashing risks while promoting authentic environmental stewardship It is crucial for firms to implement transparent and genuine sustainability communication practices, ensuring clear and verifiable messaging about their environmental initiatives and product claims to foster consumer trust Moreover, consumer skepticism regarding green claims can be alleviated through third-party certifications or eco-labels, which act as reliable indicators of environmental performance By investing in respected certification programs and following strict sustainability standards, companies can bolster the credibility of their green claims and distinguish themselves in the competitive marketplace.
The study emphasizes the importance of consumer knowledge in identifying greenwashing tactics By educating consumers about these deceptive practices and equipping them with the tools to assess environmental claims critically, businesses can empower them to make informed purchasing choices Companies are urged to invest in consumer education initiatives, such as sustainability workshops and online resources, to enhance awareness of environmental issues and promote better discernment among consumers.
The study highlights the critical role of regulatory enforcement in addressing greenwashing practices Government agencies and regulatory bodies are essential in upholding truth-in-advertising laws and ensuring adherence to environmental regulations By enhancing enforcement mechanisms and imposing penalties for misleading green claims, authorities can deter companies from participating in greenwashing, thereby safeguarding consumers from misinformation.
This research enhances the understanding of greenwashing by delivering empirical insights into how consumers perceive and react to deceptive environmental marketing It also presents practical implications for businesses, policymakers, and stakeholders committed to fostering authentic sustainability initiatives and addressing misleading marketing practices.
Limitations and further research
Like other studies, this research has limitations and suggests opportunities for future exploration It focused solely on Gen Z consumers using green products in Ho Chi Minh City, leaving out other demographics and regions in Vietnam, which limits the understanding of greenwashing across different contexts Additionally, the socially oriented nature of the study made it challenging to obtain complete and accurate information Nonetheless, the findings highlight the detrimental effects of greenwashing on consumers, prompting businesses to develop appropriate remedial measures Future research can build on these insights to expand existing models or explore new topics related to greenwashing and its impacts.
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APPENDICES APPENDIX A QUESTIONNAIRE - VIETNAMESE VERSION
Chào anh/chi/ban/em,
Chúng tôi là nhóm sinh viên từ khoa Quản trị kinh doanh thuộc Trường Kinh doanh ƯEH, với mục tiêu tìm hiểu tác động của hiện tượng Greenwashing đối với khách hàng trong các sản phẩm và hoạt động doanh nghiệp Chúng tôi mong muốn cung cấp những hiểu biết thực tế cho doanh nghiệp và các nhà tiếp thị, đồng thời đề xuất các chiến lược nhằm giảm thiểu sự hiểu lầm của người tiêu dùng về sản phẩm xanh.
Greenwashing là thuật ngữ chỉ hình thức quảng cáo hoặc tiếp thị xanh, trong đó các tuyên bố về sản phẩm xanh bị phóng đại hoặc không có thật Hình thức này được sử dụng để đánh lừa công chúng, khiến họ tin rằng sản phẩm, mục tiêu và chính sách của tổ chức đó thân thiện với môi trường.
Chúng tôi cam kết bảo mật thông tin mà bạn chia sẻ trong nghiên cứu này, và kết quả khảo sát chỉ được sử dụng cho mục đích nghiên cứu.
1 Giới lính cùa bạn là?
3 Bình quân thu nhập trong 1 tháng của bạn là?
Nhẫn hàng Y nôi nổi tiếng trong lĩnh vực mỳ phâm cam kết giảm thiểu tác động tiêu cực đến môi trường trong sản xuất bằng cách sử dụng bao bì tái chế và nguyên liệu hữu cơ, tự nhiên Chúng tôi hỗ trợ các chương trình trồng cây xanh và giáo dục khách hàng về tiêu dùng thông minh, góp phần bảo vệ môi trường.
Gần đây, một số người tiêu dùng đã phát hiện sản phẩm từ nhãn hàng Y chứa chất hóa học độc hại, không chỉ ảnh hưởng đến sức khỏe mà còn gây ô nhiễm môi trường do sản xuất ồ ạt Mặc dù đã cam kết về trách nhiệm môi trường, nhãn hàng Y lại không đưa ra bất kỳ giải pháp nào để giải quyết vấn đề ô nhiễm này Điều này khiến khách hàng phải xem xét lại khái niệm "Greenwashing", "Đạo đức giá" và "Hình ảnh thương hiệu xanh" của nhãn hàng Y.
(1) Hoàn toàn không đồng ý, (2) Không đồng ý, (3) Binh thường, (4) Đồng ý, (5) Hoàn toàn đồng ý
Tôi cảm thây bị lừa dôi bời các tính năng môi trường của sán phâm lừ nhãn hàng Y do ngôn từ gây hiểu lầm
Tôi cám thấy bị đánh lừa về các tính năng môi trường của sản phấm từ nhân hàng Y do hình ânh hoặc đô họa gây hiêu lầm
Tôi thấy rằng tuyên bố xanh của sàn phẩm từ nhãn hàng Y là mơ hô hoặc có vẻ khó chứng minh
Tôi tin rằng sàn phẩm từ nhàn hàng Y nói quá hoặc phóng đại về mức độ tính năng xanh cùa nó
Sán phâm từ nhàn hàng Y đà bớ qua hoặc che đậy thông tin quan trọng khiến tôi cám thấy sán phẩm trờ nên tốt hơn so với thực te
Brand Hypocrisy (Đạo đức giả của thưong hiệu)
Tôi cảm thấy nhàn hảng Y cỏ hành vi đạo đức giả
Những gi mà tôi được nghe từ nhàn hàng Y và hành động của họ là không giống nhau
Nhẫn hàng Y nói với tôi những gi họ không thực sự
Green Concern (Mối quan tâm xanh)
Tôi lo lang vồ việc chất lượng môi trường ngày càng xấu đi
Môi trường là môi quan tâm lớn đối với tôi
Tôi có hứng thú với nhũng vân đê báo vệ môi trường
Tôi thường nghĩ về việc làm thế nào đê cải thiện tinh trạng môi trường
Switching Intention (Ý định chuyến dổi)
Tôi sè chuyên sang dùng thương hiệu khác trong tương lai
Tôi cỏ dự định chuyển sang dùng thương hiệu khác trong tương lai
Tôi có khá năng chuyên sang dùng thương hiệu khác trong tương lai
Tôi có thể nhận ra nhãn hàng
Y trong sổ các nhàn hàng cạnh tranh khác vì những cam kết về môi trường của nỏ
Tôi biết đến nhàn hàng Y vì danh tiếng về môi trường của nó
Khi nghĩ về sản phâm xanh, tôi luôn nghĩ đến một sổ đặc điêm về môi trường của sản phẩm từ nhân hàng Y đầu tiôn
Tôi có thế nhanh chóng nhớ lại hình ảnh xanh của thương hiệu Y
Tôi có thể dề dàng nhận ra nhàn hàng Y vì môi quan tâm về môi trường cua nó
APPENDIX c BOOTSTRAPPING RESULTS FOR HYPOTHESIS
