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Greenwash and Green Purchase Intention: The Mediating Role of Green Skepticism

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  • Thi Thu Huong Nguyen

    (School of Business Administration, Hunan University, Changsha 410082, China
    Faculty of Business Administration, Hanoi University of Industry, Hanoi 100000, Vietnam)

  • Zhi Yang

    (School of Business Administration, Hunan University, Changsha 410082, China)

  • Ninh Nguyen

    (Department of Entrepreneurship, Innovation and Marketing, La Trobe Business School, La Trobe University, Bundoora, VIC 3086, Australia)

  • Lester W. Johnson

    (Department of Management and Marketing, Swinburne Business School, Swinburne University of Technology, Hawthorn, VIC 3122, Australia)

  • Tuan Khanh Cao

    (Faculty of Marketing, Thuongmai University, 79 Ho Tung Mau Road, Hanoi 100000, Vietnam)

Abstract

Along with the acceleration of green marketing in recent years, greenwash has been utilized by firms to get ahead of their rivals. Underpinned by the cognition–affect–behavior (C-A-B) paradigm, this study examines a model linking greenwash and green skepticism with green purchase intentions. It also investigates the moderating role of information and knowledge on the relationship between greenwash and green purchase intentions. Data were obtained from 419 Vietnamese consumers who had been involved in purchasing green vegetables using an online survey. Multivariate data analysis demonstrated that greenwash was negatively associated with green purchase intentions and that green skepticism mediated this negative association. In addition, the moderating effect of information and knowledge was confirmed. These findings enrich the extant knowledge on the relationship between greenwash and green purchase intentions. They also have important implications for firms that aim to reduce consumers’ skepticism and increase their intentions to purchase green food.

Suggested Citation

  • Thi Thu Huong Nguyen & Zhi Yang & Ninh Nguyen & Lester W. Johnson & Tuan Khanh Cao, 2019. "Greenwash and Green Purchase Intention: The Mediating Role of Green Skepticism," Sustainability, MDPI, vol. 11(9), pages 1-16, May.
    • Handle: RePEc:gam:jsusta:v:11:y:2019:i:9:p:2653-:d:229490
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