Scrutinizing how product transformation salience influences perceived green brand coolness and green purchase intention in Vietnam: the moderating effect of consumer traceability knowledge

Abstract

As the concern for sustainability and greenwashing grows with fast momentum, managers seek to expand green innovation and advertising whilst scholars strive to extend the literature on green research. This paper looks into the relatively novel concept of product transformation salience (PTS) and its applications in green consumption, branding and advertising, thereby investigating the associations among PTS, perceived green brand coolness (PGBC), green purchase intention (GPI), and consumer traceability knowledge (CTK; as a moderating variable); this is a conceptual replication study with contextual modifications to test the generalizability of previous findings. With a sample size of 245 respondents, the authors implement the Partial Least Squares – Structural Equation Modeling to assess the research model. The results indicate that PTS has a significant positive influence on GPI and PGBC whilst PGBC positively mediates the impact of PTS on GPI. Furthermore, CTK negatively moderates the effects of PTS on GPI, whereas the mediating effect of PGBC on the relationship between PTS and GPI is not conditional on CTK. Our findings provide significant theoretical and managerial implications for planning, strategizing, and executing green communication initiatives as well as constructing and promoting the brand’s coolness; the findings also shed light on the applicability of digital traceability systems in green communication.