The Impact of Perceived Greenwashing on Purchase Intention among Young Generation in Vietnam: An Attribution Theory Approach

Abstract

Introduction: In recent years, the global shift towards sustainability has prompted an increased focus on environmentally friendly practices within the business sector. However, Greenwashing has become a significant concern as companies strive to align themselves with green initiatives. The study aims to investigate how the Young Generation in Vietnam is affected by Greenwashing when making Purchase Intention. Purpose: This study aims to explore "The Influence of Perceived Greenwashing on Purchase Intentions among the Youth in Vietnam" and assess how the two variables, Green Advertising Messaging and Environmental Performance, contribute to this relationship. From there, the study can assist marketers in making authentic and effective green claims to enhance their business, guide students, and inspire further research. Methodology: The study team implemented a non-probability sampling method in this study. There were 325 valid samples based on screening questions, and participants were young people aged 18-29 in Vietnam. Results: Research results show that Green Advertising Messages and Environmental Performance affect the awareness of Greenwashing among Vietnamese youth. In addition, this research helps businesses know how consumers perceive their businesses' ecological activities, especially young people who care about product quality and more significant factors such as social responsibility and environmental issues. Implications of the study: Research shows that Greenwashing may not be known to Vietnamese youth, so new results have been produced. This contributes to theoretical perspectives and outcomes for future research on Greenwashing.