FMCG products in the age of Greenwashing: How Gen Z in Ho Chi Minh City reacts to buying intention to false statements about green products

Abstract

As environmental concerns grow, companies increasingly promote sustainability through marketing, yet some engage in greenwashing - misleading consumers with false or exaggerated environmental claims. Therefore, the study provides recommendations for FMCG companies to avoid deceptive environmental marketing and promote authentic sustainability practices, thereby fostering stronger relationships with the environmentally conscious Gen Z consumer segment. This knowledge will be instrumental in the development targeted marketing strategies that promote green products. Using the“Attitude-Behavior-Context (ABC) Theory and Stimulus-organism-response (SOR) theory, this study seeks to enhance understanding by creating and testing a theoretical model that examines how greenwashing factors influence the loyalty and purchase intentions of young consumers in Ho Chi Minh City.”To test the hypotheses drawn on the study, a survey based on literature review was conducted. The data were collected from 350 respondents in Ho Chi Minh City. The findings of this study signified that 317 have a significant positive impact on green purchase intention. Moreover, greenwashing also has a positive impact on purchase intention