Greenwash and green purchase intentions among Vietnamese consumers:  The mediating roles of green skepticism, environmental concern and knowledge

Oanh Thi Thuy Thai; Tho Alang

doi:10.46223/HCMCOUJS.econ.en.15.4.3321.2025

Abstract

As green marketing has gained momentum in recent years, corporations have begun using greenwash to gain a competitive advantage over their rivals. This study investigates a theoretical framework that establishes a connection between greenwash, skepticism towards environmental claims, and the ambition to make environmentally friendly purchases. The study also examines how environmental concern and environmental knowledge influence the relationship between greenwash, green skepticism, and green purchasing intentions. Information was collected from a sample of 287 Vietnamese consumers, and then hypothesis testing was conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM). The study of multivariate data revealed a negative correlation between greenwash and green purchasing intentions, while a positive correlation was found between greenwash and green skepticism. Furthermore, green skepticism has both immediate and indirect impacts on the intentions to purchase green products. The study’s outcome also illustrates that environmental concern and environmental knowledge play the role of mediators in the relationship between green skepticism and green purchase intentions. These findings contribute to the existing understanding of the connection between greenwash, green skepticism, and green purchase intentions. The findings indicate that it is imperative to increase customers’ awareness of environmental protection through promoting green consumption in Vietnam, a country grappling with environmental protection challenges and sustainable development. The outcomes also have significant ramifications for companies that strive to prevent greenwashing, diminish buyers’ distrust, and enhance buyers’ inclination to buy environmentally friendly products. Companies can implement effective strategies related to green activities and minimize greenwashing to enhance consumer purchase intention.

JEL codes

M30; M31; Q01

Keywords

environmental concern; environmental knowledge; greenwash; green skepticism; Vietnamese green purchase intentions

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References

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DOI: https://doi.org/10.46223/HCMCOUJS.econ.en.15.4.3321.2025

15(4)2025

Greenwash and green purchase intentions among Vietnamese consumers: The mediating roles of green skepticism, environmental concern and knowledge

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