Investigating the impact of greenwashing claims on the intentions and behaviors of Vietnamese youth in the aviation industry: Examining the role of blockchain technology and the moderating effect of environmental knowledge

Abstract

Nowadays, as airlines increasingly adopt green marketing strategies to enhance their environmentally friendly image, misleading claims can undermine consumer trust and negatively impact brand-related behavior. Based on theoretical frameworks such as Schema Incongruity Processing, Attribution Theory, Trust-Based Marketing Theory, the Sentiment Theory of Social Exchange, and the Cognitive-Affective-Behavioral (CAB) Model, this study examines the effects of greenwashing claims on service usage intentions and customer citizenship behavior. Additionally, it clarifies the moderating role of environmental knowledge and the importance of blockchain in enhancing user trust and perceived value. Using a sample of 365 individuals aged 18-32, the model’s results indicate that perceived greenwashing reduces trust and perceived value, subsequently influencing intention and citizenship behavior. Furthermore, the study proposes blockchain technology as a potential solution to enhance transparency and accountability in sustainable commitments. The research findings provide significant implications for airlines, policymakers, and marketers in developing sustainable communication strategies, fostering a more transparent and environmentally responsible aviation industry in Vietnam