Do Anh Duc, Ha Dieu Linh, Phan Thi Thuy Linh, Bui Thi Mai, Le Tran Bao Ngoc, Tran Minh Ngoc, Dang Diem Quynh
National Economics University, Hanoi, Vietnam.
PLoS One. 2025 May 30;20(5):e0324923. doi: 10.1371/journal.pone.0324923. eCollection 2025.
While buying sustainable fashion items is becoming more and more popular worldwide, the concept of green fashion is still relatively new in Vietnam. Besides, many fashion brands use "greenwashing" to deceive consumers and encourage their purchases. This study aims to examine the drivers of green purchasing intention among Gen Z in Vietnam's fashion industry with greenwash perception as the moderating factor. The conceptual model was analyzed using structural equation modeling with the bootstrapping method based on data gathered from 467 Vietnamese Gen Z customers. The findings reveal significant positive influences of attitude, subjective norms, perceived behavioral control, and perceived consumer effectiveness on green purchase intention. Greenwash perception serves as a significant negative moderator, enhancing the relationship between the determinants and green purchasing intention. The results hold significant implications for businesses, encouraging them to embrace transparent and genuine sustainability practices instead of engaging in greenwashing. This can be achieved by clearly communicating their initiatives, offering third-party certifications, and conducting educational campaigns. The study provides original contributions to the existing body of literature and offers recommendations for future research in the context of developing countries.
虽然购买可持续时尚产品在全球范围内越来越受欢迎，但绿色时尚的概念在越南仍然相对较新。此外，许多时尚品牌利用“漂绿”来欺骗消费者并鼓励他们购买。本研究旨在以漂绿认知作为调节因素，考察越南时尚产业中Z世代绿色购买意愿的驱动因素。基于从467名越南Z世代消费者收集的数据，采用结构方程模型和自抽样法对概念模型进行了分析。研究结果显示，态度、主观规范、感知行为控制和感知消费者有效性对绿色购买意愿有显著的正向影响。漂绿认知作为一个显著的负向调节因素，增强了这些决定因素与绿色购买意愿之间的关系。研究结果对企业具有重要意义，鼓励它们采用透明和真正的可持续发展做法，而不是进行漂绿行为。这可以通过清晰地传达其举措、提供第三方认证和开展教育活动来实现。该研究为现有文献做出了原创性贡献，并为发展中国家背景下的未来研究提供了建议。
