How greenwashing perception influences green purchase intention of generation Z in Ho Chi Minh City: A research on the moderating role of environmental responsibility

Abstract

In recent times, the growing prevalence of greenwashing practices has sparked significant concern about their potential to mislead consumers, especially in Generation Z, who are relatively more eco-friendly and engage in sustainability. So understanding how Greenwashing Perception affects Generation Z's willingness to buy in Ho Chi Minh City (HCMC), a developing city where people are becoming more environmentally conscious, is important. This research looks into the question of how environmental concern among consumers might be a moderating variable between purchase intention and greenwashing and is a move towards integrating green marketing, environmental concern, and consumer behavior. This data will assist businesses that want to tap into the growing green market of Gen Z consumers. A survey of 385 members of Gen Z from HCMC has been conducted, which is the basis for the quantitative technique that was employed in this study. The analysis of the collected data involves applying descriptive statistics,“Cronbach’s alpha for reliability testing, Exploratory Factor Analysis (EFA), Pearson correlation coefficients, Confirmatory Factor Analysis (CFA), and Structural Equation Modeling (SEM).”The data analysis was conducted utilizing statistical tools such as SPSS 26.0, AMOS 24, and SmartPLS 4.1.0.9. The results indicated that the Perception of Greenwashing adversely affects Green WOM,“Green Trust and Consumer Brand Engagement,”finally leading to a lack of purchase intention with eco-friendly products. On the other hand,“Green WOM, Green Trust, and Consumer Brand Engagement” affirmatively assist the intention to buy environmentally friendly products. Besides, Environmental Responsibility serves as a moderator and negatively impacts the connection between perception of greenwashing and the desire to buy eco-friendly products. In sum, the findings of this research indicate that proper green strategies need to be implemented to increase green WOM and brand loyalty, along with a high green purchase intention from Gen Z consumers. A positive environmental concern is crucial for consumer commitment and pro-environmental behavior