The influence of greenwashing on sustainable consumer behavior: Evidence from the fast fashion industry

Abstract

The fashion industry is currently at the center of a storm regarding sustainability due to the huge impact this business sector has on the environment. With the growth of the green economy and the growing awareness of consumers about sustainable shopping, more and more businesses are realizing the importance of green marketing in improving brand image. The research topic “THE INFLUENCE OF GREENWASHING ON SUSTAINABLE CONSUMER BEHAVIOR: EVIDENCE FROM THE FAST FASHION INDUSTRY” was conducted to analyze how Greenwashing affects purchase intention through consumers’ trust and green brand image in green fashion. Our team proposed a research model based on the green brand equity promotion model (Chen, 2010) and the Theory of Behavioral Intentions (TPB) model for consumers' green purchase intention. The research model includes independent variables of Greenwash and green consumer behavior; mediating variables of green brand image, green perceived risk and green purchase intention; moderating variables of green concern and environmental knowledge. We used qualitative research methods for preliminary research and quantitative methods for formal research. For the qualitative method, we conducted in-depth interviews with 14 consumers, including 7 people aged 18-25, 7 people aged 26-45. For the quantitative method, we collected 231 valid responses from people in the green consumer group aged 18-25, working, studying and living in provinces and cities across the country and focusing on the survey mainly in Ho Chi Minh City. The group used partial least squares structural model (PLS-SEM) to test the hypotheses and Smart PLS 4 software to process the data. The research results show that the factors Greenwashing, green brand image, green purchase intention have an impact on green consumer behavior. Meanwhile, the factor of green perceived risk does not affect this behavior. In addition, the research team uncovered important information, along with specific recommendations for solutions to help fashion brands understand the risks and benefits associated with greenwashing practices and the sustainable fashion industry