Business Communication’s Role in Green Marketing: Mitigating Greenwashing for Vietnamese Gen Z

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This study examines the willingness to pay (WTP) for green products among Vietnamese Generation Z, focusing on environmental concern, eco-literacy, perceived consumer effectiveness, and greenwashing. A survey of 272 university students in Vietnam shows that environmental concern and perceived consumer effectiveness significantly influence WTP. However, eco-literacy, green future estimation, perceived benefits, and quality do not have significant direct effects. The study also reveals that greenwashing negatively moderates the relationship between green future estimation and WTP. These findings emphasize the importance of transparency in green marketing and the need for effective environmental education to promote sustainable consumption among Vietnamese Gen Z.