Can evoking nature in advertising mislead consumers? An emperical research of greenwash in Vietnam
Along with the acceleration of green marketing in the last few years, greenwashing practices have been utilised by firms to outdistance their competitors. Despite the considerable attention given to green marketing, little research has been conducted to explore consumers' perspective on gree...
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| Định dạng: | Research Paper |
| Ngôn ngữ: | English |
| Thông tin xuất bản: |
University of Economics Ho Chi Minh City
2024
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| Chủ đề: | |
| Truy cập trực tuyến: | https://digital.lib.ueh.edu.vn/handle/UEH/71049 |
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| Tóm tắt: | Along with the acceleration of green marketing in the last few years, greenwashing
practices have been utilised by firms to outdistance their competitors. Despite the
considerable attention given to green marketing, little research has been conducted to
explore consumers' perspective on greenwashing and its associated consequences.
Therefore, to gain an extensive and thorough knowledge regarding greenwashing and
its influence on consumers' green attitude, this study introduce the green consumer
confusion, perceived consumer skepticsm and brand image variables into the models
using the Theory of Cognitive Dissonance as the theoretical foundation. Data were
obtained from 316 Vietnamese consumers who had been involved in purchasing green
products using an online survey and structural equation modeling was employed to
analyze those data. The findings demonstrate that greenwash had an adverse effect on
green purchase intentions and that green confusion, consumer skepticism and green
trust partially mediated this negative association. In addition, the moderating effect of
brand image was confirmed. These findings therefore enrich the extant knowledge in
the field of greenwash and consumer behaviour. Managerial applications are also
recommended for firms to promote their green products without indulging in
greenwashing. |
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