Perceived Greenwashing and Sustainable Consumer Behavior: Evidence from Generation Z in Vietnam

Abstract:

This study investigates the influence of perceived greenwashing (PG) on sustainable consumer behaviour among Generation Z in Vietnam, focusing on the mediating roles of brand trust (BT), attitude toward green products (ATT), and sustainable purchase intention (SPI). The objective is to clarify how deceptive environmental claims affect both psychological and behavioural outcomes in sustainable consumption. Data were collected through a structured questionnaire survey distributed online and offline using purposive sampling, targeting consumers familiar with eco-friendly products. A total of 302 valid responses were analyzed using Partial Least Squares Structural Equation Modelling (PLS-SEM) in SmartPLS 3. The results reveal that PG has significant negative effects on BT and ATT, while BT and ATT positively influence SPI, which in turn drives sustainable purchase behaviour (SPB). Moreover, BT and ATT mediate the indirect effects of PG on SPI and SPB, highlighting the critical role of trust and attitudes in converting environmental perceptions into action. The study contributes theoretically by drawing on the attitude of the Theory of Planned Behavior and integrating perceived greenwashing and brand trust to explain sustainable purchase intention and behavior. Practically, it provides guidance for enhancing transparency, credibility, and consumer trust in sustainability communication.