The Relationship Between Green Advertising Receptivity, Green Brand Image, Perceived Brand Authenticity and Perceived Greenwashing on Green Purchase Intention

Environmental protection is a priority for countries that want to reduce the impact of global warming. Numerous companies strive to create a positive image and are committed to delivering supplementary environmental benefits. However, some companies still make vague statements and lack transparency and authenticity. The purpose of this research study is to examine the impact of green advertising and brand characteristics aspects (including perceived greenwashing) on green purchase intention (GPI) and Green Brand Trust (GBT) as a mediator. The research was based on surveys with 300 green consumers in Ho Chi Minh City using convenience sampling. Data were analyzed using SmartPLS software and Structural Equation Modeling (PLS-SEM). The results indicate that perceived greenwashing (PGW) negatively affects green purchase intention. On the other hand, green advertising receptivity (GAR), green brand image (GBI), and perceived brand authenticity (PBA) will have a positive effect on GBT. Additionally, green brand trust (GBT) positively impacts green purchase intention based on consumer demand. At the same time, Green Brand Trust mediates the relationship between GAR, GBI, PBA, and GPI. In summary, this study provides essential results and insights into the importance of the Theory and practice of implementing green marketing strategies from consumers’ perspective.