Greenwashing and purchase resistance: Exploring the roles of brand co-destruction in the fast fashion industry

Abstract

This research investigates the implications of greenwashing on the resistance to purchasing amongst young consumers, specifically students in Ho Chi Minh City, Vietnam. Furthermore, it examines the mediating role played by brand co - destruction in the relationship between perceived greenwashing and purchase resistance. Employing the Stimulus-Organism-Response (SOR) framework, this study proposes a theoretical model explicating the impact of perceived greenwashing (stimulus) on negative word-of-mouth (NWOM), the formation of a negative brand image, and ultimately, purchase resistance (response), with brand co-destruction functioning as the organism (mediating mechanism). The research team collected data from 200 student participants through an online survey. The methodology incorporated a mixed - methods approach, integrating both qualitative and quantitative research methodologies. The qualitative component involved a systematic literature review to identify research gaps and refine the theoretical model. In contrast, quantitative data were analyzed using SPSS and SmartPLS 4 to evaluate scale reliability, perform statistical analyses, and test various hypotheses. The findings indicate that perceived greenwashing significantly contributes to brand co-destruction through mechanisms of NWOM and negative brand perception, leading to increased purchase resistance. These results provide critical insights for fast fashion brands, underscoring the imperative of authentic sustainability practices and transparent communication to sustain consumer confidence and mitigate potential brand damage. Furthermore, the study offers actionable recommendations for policymakers aimed at promoting sustainable fashion initiatives and curtailing greenwashing practices