Antecedents of Gen Z’s green purchase intention in Vietnam’s fashion industry with the moderating role of greenwash perception

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.