Greenwashing: Understanding customer intentions towards green financial services in Vietnamese Banks

Abstract

Nowadays, consumers prioritize choosing sustainable and environmentally friendly products that have motivated businesses to implement strategies aimed at protecting the environment and developing alternative solutions. Since then, there arises a remarkable demand for environmentally friendly and humane products and services.”However, misleading and exaggerated green advertising reduces consumers' trust and intention to use environmentally friendly products, especially in the banking sector. The study uses the sor model to understand the impact of concern on green marketing strategies and customer trust on the intention to use green financial services of vietnamese consumers.”Data was collected from 300 vietnamese consumers through a survey questionnaire. This study sheds light on the impact of interest in greenwashing and green marketing strategies on intention to use green financial services. At the same time, confirm the mediating role of attitude towards green products in the relationship between green marketing strategy and customer trust. Furthermore, this study has important implications for the understanding of greenwashing, ethics in banking towards green marketing strategies, and customers' intention to use green financial services