From skepticism to action the role of cognitive and affective routes in green EV purchase intentions in Vietnam

Abstract

Research purpose: This study examines how green advertising skepticism influences consumers’ intention to purchase electric vehicles (EVs) in Vietnam, drawing on the Elaboration Likelihood Model (ELM) and Self-Construal Theory (SCT) Research motivation: As global efforts toward sustainable consumption intensify, green advertising has proliferated. However, widespread greenwashing has fueled consumer skepticism, undermining the effectiveness of genuine sustainability communication—particularly in emerging EV markets. Research design, approach, and method: A quantitative design was employed with survey data from 342 Vietnamese consumers. Structural equation modeling using SmartPLS 4 was employed to test the proposed framework, which incorporates cognitive (information usefulness, trust in the advertiser) and affective (attitude toward the ad, perceived ethicality) mediators, as well as the moderating role of self-construal (independent vs. interdependent). Main findings: Green advertising skepticism negatively impacts EV purchase intention, primarily by eroding trust and eliciting adverse emotional responses. Self-construal significantly moderates these relationships. Practical/managerial implications: Marketers should enhance transparency, ethical communication, and credibility to rebuild trust and positive emotions. Tailoring green messages to align with consumers’ self-construal orientations can strengthen their engagement with sustainable products.