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 |
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University of Economics Ho Chi Minh City
2024
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| Truy cập trực tuyến: | https://digital.lib.ueh.edu.vn/handle/UEH/71049 |
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oai:localhost:UEH-710492024-05-31T20:01:42Z Can evoking nature in advertising mislead consumers? An emperical research of greenwash in Vietnam Võ Minh Thư Phạm Thị Trúc Ly Hoàng Minh Nam Phương Greenwashing Green purchase intention Brand image Green trust Green confusion Consumer skepticsm 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. 2024-05-28T02:47:15Z 2024-05-28T02:47:15Z 2023 Research Paper https://digital.lib.ueh.edu.vn/handle/UEH/71049 en Giải thưởng Nhà nghiên cứu trẻ UEH 2023 reserved 94 p. University of Economics Ho Chi Minh City |
| institution |
Đại học Kinh tế Thành phố Hồ Chí Minh |
| collection |
DSpaceUEH |
| language |
English |
| topic |
Greenwashing Green purchase intention Brand image Green trust Green confusion Consumer skepticsm |
| spellingShingle |
Greenwashing Green purchase intention Brand image Green trust Green confusion Consumer skepticsm Võ Minh Thư Can evoking nature in advertising mislead consumers? An emperical research of greenwash in Vietnam |
| description |
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. |
| author2 |
Phạm Thị Trúc Ly |
| author_facet |
Phạm Thị Trúc Ly Võ Minh Thư |
| format |
Research Paper |
| author |
Võ Minh Thư |
| author_sort |
Võ Minh Thư |
| title |
Can evoking nature in advertising mislead consumers? An emperical research of greenwash in Vietnam |
| title_short |
Can evoking nature in advertising mislead consumers? An emperical research of greenwash in Vietnam |
| title_full |
Can evoking nature in advertising mislead consumers? An emperical research of greenwash in Vietnam |
| title_fullStr |
Can evoking nature in advertising mislead consumers? An emperical research of greenwash in Vietnam |
| title_full_unstemmed |
Can evoking nature in advertising mislead consumers? An emperical research of greenwash in Vietnam |
| title_sort |
can evoking nature in advertising mislead consumers? an emperical research of greenwash in vietnam |
| publisher |
University of Economics Ho Chi Minh City |
| publishDate |
2024 |
| url |
https://digital.lib.ueh.edu.vn/handle/UEH/71049 |
| work_keys_str_mv |
AT vominhthu canevokingnatureinadvertisingmisleadconsumersanempericalresearchofgreenwashinvietnam |
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