ĐẠI HỌC KINH TÉ THÀNH PHÓ HÒ CHÍ MINHBÁO CÁO TÔNG KÉT ĐÈ TÀI NGHIÊN cứu KHOA HỌC THAM GIA XÉT GIÃI THƯỞNG “NHÀ NGHIÊN CỨU TRÉ UEH” NĂM 2024 THE INFLUENCE OF GREENWASHING ON GREEN PURCHA
Introduction
Transport-related air pollution significantly contributes to greenhouse gas emissions, accounting for over 20% of global emissions due to reliance on nonrenewable fuels Vehicle emissions are a primary source of air pollution in urban areas, responsible for up to 70% of dust and gases released into the atmosphere This situation underscores the urgent need for alternative energy sources and sustainable transportation solutions Efforts to promote public transportation and enhance e-mobility systems are essential, with electric vehicles emerging as a viable option to reduce carbon dioxide emissions Various policies are being implemented to encourage electric vehicle adoption, and recent data indicates that electric motorbike sales in Vietnam have surged by 30% to 35%, positioning the country as the largest electric motorbike market in ASEAN and the second largest worldwide.
Green trends are essential in logistics and manufacturing, significantly influencing electric bicycle companies' sales and profitability As consumers become more aware of environmental protection, their purchasing behaviors are shifting towards eco-friendly products (Nguyen et al., 2020; Yang et al., 2020) By adopting green marketing strategies, businesses can improve their brand image and establish themselves as environmentally responsible organizations (Nguyen et al., 2021; Situmorang et al., 2021).
As consumer interest in environmentally friendly products rises, some companies resort to greenwashing, misleading customers about the true ecological benefits of their offerings This trend is evident in the electric vehicle (EV) sector, including electric motorbikes, where green marketing can sometimes mask environmental drawbacks Research indicates that the entire life cycle of EVs, from production to disposal, can emit more carbon than traditional internal combustion engine vehicles, particularly due to the carbon-intensive processes involved in battery production and disposal This growing phenomenon of greenwashing raises public concern about its implications, highlighting the need for further studies on its impact on consumer trust and green purchasing behaviors.
Research on greenwashing has primarily examined its constructs and antecedents, yet there is limited understanding of its effects on the purchasing intentions of Gen Z consumers in Vietnam When consumers believe that companies are fulfilling their social responsibilities, they are often more inclined to purchase from these firms, even at a premium price (Grimmer & Bingham, 2013) Gen Z, the demographic cohort following Millennials, shows a heightened concern for environmental issues and is more critical of corporate environmental claims A study indicates that 69% of Vietnamese youth aged 16-30 recognize their role in contributing to a sustainable future, while a Nielsen Vietnam survey (2021) reveals that 80% of Vietnamese consumers are willing to pay more for eco-friendly products made from sustainable materials.
This study investigates how greenwashing affects Gen Z consumers' intentions to purchase electric motorbikes, focusing on the mediating roles of green trust and word-of-mouth The findings will offer valuable insights for companies aiming to connect with Gen Z through genuine and transparent environmental messaging.
This study aims to assess how the green brand factor influences Generation Z's intention to purchase electric motorbikes, utilizing green trust and green word of mouth as intermediary variables Specific objectives were established to achieve this overarching goal.
• Investigate how greenwashing affects the purchasing decisions of Gen z consumers, focusing particularly on electric motorbikes.
• Measure the influence of these factors on the intention to buy electric motorbikes.
• Provide valuable insights for businesses, marketers, and policymakers in understanding and influencing the green purchasing behavior of Gen z consumers.
• Inform strategies to address greenwashing concerns, enhance brand trust and word-of- mouth, and promote authentic, sustainable practices in the electric motorbike industry.
• Contribute to the broader discourse on sustainable consumption among Gen z, highlighting the importance of authenticity, transparency, and trust in green marketing practices.
From the above specific objectives, the research aims to help answer the following questions:
1 What is the impact of greenwashing on the purchasing motorbike vehicle intentions of Generation z?
2 What is the level of influence of these factors on the green consumption behaviour of Generation z?
3 How do green trust and word-of-mouth mediate this relationship?
Research object: the impact of greenwashing on green consumer behavior.
This study focuses on Gen Z consumers in Vietnam, aged 18-29, regardless of gender, as they have the ability to select from a wide array of market options Utilizing a sampling technique, the survey aims to gather comprehensive data to effectively generalize findings for this specific consumer segment.
Time: December 20th 2023 - January 30th 2024.
This study utilized a combination of quantitative and qualitative research methods The qualitative research aimed to refine the research scale, which facilitated the development of survey questions for the quantitative analysis.
EFA exploratory factor analysis using SPSS software to screen scales and research concepts
CFA confirmatory factor analysis method and SEM linear structural model analysis method to test the scale and research model.
Research on the factors influencing green product consumption behavior is well-established, yet the exploration of negative influences on the intention to use green products remains underexamined The adoption of electric motorbikes represents a fresh area of inquiry within green consumption studies This research aims to provide foundational insights and pave the way for future investigations in this domain in Vietnam.
This article evaluates how branding electric motorbikes with a green image influences Gen Z's purchasing intentions, focusing on the roles of green trust and green word of mouth Understanding these factors aids business leaders in shaping effective green marketing strategies for eco-friendly products, reduces negative environmental impacts, and supports sustainable economic development linked to environmental protection.
Structure of the research report
This study is divided into five chapters, with detailed content for each chapter.
- Chapter 1: Overview of the research
- Chapter 2: Explaining research concepts and reviewing scientific documents compiled from foreign research, from which research hypotheses and model proposals are proposed.
- Chapter 3: Research methods - Clarifies the basis for choosing research methods, describes how to build scales, survey samples, collect and process research data
- Chapter 4: Presentation of research results, detailed arguments about the research results obtained
Chapter 5 summarizes the research completion process and highlights the key findings, emphasizing the contributions and implications for administrators It also addresses the limitations of the study, providing valuable insights that can guide future research endeavors.
CHAPTER TWO: THEORETICAL BASE AND RESEARCH MODEL
Chapter One introduced an overview of the research topic
The upcoming chapter will detail research concepts, establish the theoretical framework, and present a proposed research model Drawing from a comprehensive review of scientific literature and hypotheses regarding the interrelationships among concepts, the author introduces a research model structured into two primary components.
2.1.1 Environmental effort in the electric motorbike
The recent release of the Transport Decarbonisation Plan highlights the push from motor manufacturers and the central government towards low-emission vehicles as a key strategy for enhancing environmental sustainability in transport The core message promotes the adoption of hybrid and electric vehicles (EVs) to combat climate change while maintaining mobility However, studies from the Korean Ministry of Environment in 2016 and a 2019 experiment by Volkswagen in Germany reveal that while EVs are eco-friendly during operation, they may not be as sustainable when considering the entire lifecycle Korea's research indicates that electric vehicles produce 49.12g of CO2, compared to 44.55g for diesel and gasoline vehicles Similarly, Volkswagen found that electric vehicles emit 142 grams of CO2 per km, slightly higher than the 140 grams from diesel vehicles, with AEVs contributing an additional 57g during production.
Diesel vehicles emit 29 grams of carbon dioxide, while electric vehicles rely on batteries containing rare earth metals like lithium and cobalt The extraction and processing of these minerals generate air pollutants and harmful by-products, and the mining process consumes significant amounts of groundwater.
Green products have gained significant popularity among consumers and the economic sector, reflecting a growing concern for environmental sustainability According to Elkington & Makower (1988) and Wasik (1996), these products are characterized by materials or packaging that minimally impact the environment Shamdasami et al (1993) further define green products as those that do not pollute the Earth, damage natural resources, and are recyclable Hartmann and Apaolaza Ibanez (2006) highlight that consumers assess the environmental sustainability of products based on attributes like eco-friendly production processes, responsible usage, and disposal methods However, it is important to note that no product is entirely green or sustainable, as all items have some adverse environmental effects throughout their life cycle Terra Choice (2010) reinforces this by defining green products as those that provide benefits to the environment.