The Influence of Greenwashing on the Negative Responses of Gen Z in Ho Chi Minh City: Mediating Roles of Brand Hate and Brand Hypocrisy

Abstract

Climate change has become a detrimental issue for many year, accompanied by increasing consumer awareness. Today’s consumers tend to make smarter purchasing decisions, show greater concern for the environment, and prioritize using eco-friendly product. So, to align with this green consumption trend, company and businesses have beginn implementing green strategies and sustainable production practices to attract attention and increase profit. However, competition among businesses making green claim has given rise to a negative practice known as “greenwashing.” This behavior not only negatively impact a company’s image but also increase negative emotion from customers and the community. As a result, this study focuses on exploring the adverse effect of greenwashing on consumer behavior, including brand avoidance, brand switching, and negative word-of-mouth (negative WOM). The study employ the Stimulus–Organism–Response (S-O-R) model to examine how greenwashing lead to brand hate and brand hypocrisy, which in turn influence behaviors such as brand avoidance, brand switching, and negative WOM. Based on data collected from 300 Gen Z individual living in Ho Chi Minh City, the research reveal that greenwashing by brand significantly contributes to brand hate and brand hypocrisy, which subsequently result in negative behavior such as brand avoidance, brand switching, and the spread of negative information