When sustainability backfires: Gen Z’s perceptions of greenwashing and trust in corporate campaigns

Purpose Corporate sustainability initiatives have come under growing criticism for greenwashing practices that undermine the credibility of sustainability marketing and erode consumer trust. This study aims to explore how Generation Z consumers in Vietnam differentiate between authentic sustainability claims and greenwashing signals in digital marketing communications. Design/methodology/approach A qualitative research design was adopted using semi-structured interviews with 15–20 Generation Z participants aged 18–27 in Vietnam. Data were analyzed using a hybrid inductive-deductive thematic analysis approach. Findings The findings reveal that Gen Z consumers rely strongly on evidence-based cues such as quantified environmental impact, third-party certifications and transparency signals to assess authenticity. In contrast, vague claims and aesthetic “green” imagery without supporting evidence trigger skepticism and perceptions of greenwashing. Originality/value This study contributes to the literature by proposing a cue-based process model explaining how Gen Z forms green trust in digital marketing environments.