The Impact of Greenwashing Perception on Green Purchase Behavior of Generation Z: A Case Study in Hanoi

Abstract

This study builds an integrated theoretical framework and methodological design to analyze the impact of greenwashing awareness on the actual green consumption behavior of Gen Z in Hanoi. Based on the combination of the Theory of Planned Behavior, Signaling Theory and Attribution Theory, the study develops a multi-level structural model to explain the process by which awareness of greenwashing transforms into a decline or breakdown in green purchasing behavior. The model proposes indirect impact mechanisms through three intermediate variables including green skepticism, green trust and perceived green risk, and also considers the moderating role of environmental knowledge. This study employs a deductive conceptual research method, combined with a systematic and critical literature review process. The research result is a theoretical model with a system of 11 hypotheses, oriented to test the model using PLS-SEM techniques with a minimum sample size of 400 Gen Z consumers in Hanoi. Thereby addressing three key gaps: clarifying Gen Z’s reaction to greenwashing in the context of emerging urban markets; approach the intention-behavior gap by selecting actual green consumption behavior as the final outcome variable; and explain the dual regulatory role of environmental knowledge. The study provides a foundation for further empirical tests, and also proposes management implications for environmental information transparency, greenwashing control and strengthening sustainable brand trust.