Exploring the Influence of Greenwashing on Gen Z's switching intentions and green brand associations in Ho Chi Minh City: Investigating the mediating role of brand hypocrisy and the moderating impact of Green Concern

Abstract

Nowadays, climate change is getting worse and worse, which is also an environmental concern, posing serious challenges to society and the global economy. That is why consumers tend to use products with green values to contribute a little to protecting the environment. However, competition between companies under the impact of economic fluctuations has caused a negative phenomenon. That is Greenwashing. As a result, this research article will delve into the aspects of greenwashing such as what impact this phenomenon has had on consumers. This study will use this approach and combine previous research articles to collect 250 comprehensive information to clarify the variables. The appearance of this article is intended to clarify the relationship among Greenwashing, Brand hypocrisy, Switching intention and Green brand associations. Besides, the authors reveal the complex impacts on each other and especially on the appearance of Green concern which has a moderator impact on the relationship of Greenwashing and 3 outcomes. The ultimate goal is to establish a foundation for developing strategies that combat greenwashing, fostering a market with genuine green values from both business and consumer perspectives.