In the context of increasing consumer concern for environmental and sustainability factors, this study contributes to clarifying the impact of greenwashing perception on green purchase intention in the fast-moving consumer goods (FMCG) sector. Using a quantitative approach, the study collected and analyzed data from 403 customers who have or are using FMCG products in Vietnam. The data were gathered using Google Forms and processed in two steps using SmartPLS 4.0 software. The results show that greenwashing perception negatively affects green trust, which in turn reduces green purchase intention. Green trust plays a crucial mediating role in the relationship between greenwashing perception and green purchase intention. Green authenticity and green transparency reduce the negative impact of greenwashing perception on green trust. Based on these findings, the study offers managerial implications and practical policy recommendations for businesses in the FMCG sector, aiming for a more transparent, honest, and sustainable consumer environment. This study contributes to expanding the academic understanding of green consumption behavior and proposes practical implications for businesses in their sustainable development strategies.
Tang My Sang (Tue,) studied this question.