Abstract
This study examines the impact of greenwashing on consumers’ purchase intention toward vegan cosmetics in Ho Chi Minh City, while clarifying the mediating roles of attitude, brand image, green trust, and green word-of-mouth. Grounded in Source Credibility Theory (SCT), the Stimulus-Organism-Response (SOR) framework, and the Theory of Planned Behavior (TPB), the research model is tested using a quantitative approach with 371 valid responses and analyzed through PLS-SEM via SmartPLS 4. The results indicate that greenwashing exerts negative effects on all four mediators, with the magnitude of impact decreasing in the following order: green word-of-mouth, green trust, brand image, and attitude. In addition, these mediating factors positively and significantly influence purchase intention, among which brand image demonstrates the strongest effect, followed by green trust, attitude, and green word-of-mouth. These findings highlight the essential roles of cognitive and affective mechanisms in transmitting the effects of greenwashing, and underscore that authenticity and transparency in brand communication are fundamental conditions for sustaining consumer trust and promoting sustainable consumption behaviors.
Keywords: Brand image, attitude, green trust, green word-of-mouth, vegan cosmetics, greenwashing, green purchase intention.
JEL classification: M31, M37, Q56, D91.
DOI: 10.63767/TCKT.37.2026.157.165
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Ban biên tập Tạp chí Kinh tế & Quản trị Kinh doanh
Phòng 514, Nhà điều hành, trường Đại học Kinh tế & Quản trị Kinh doanh
Địa chỉ: Phường Tân Thịnh, thành phố Thái Nguyên
Email: tapchikt-qtkd@tueba.edu.vn; Điện thoại: 0208.3903373
