THE IMPACT OF PERCEIVED GREENWASHING ON BRAND LOYALTY AMONG YOUNG CONSUMERS IN HANOI’S FASHION INDUSTRY
DOI:
https://doi.org/10.18623/rvd.v23.5899Keywords:
Greenwashing, Brand Loyalty, Brand Trust, Brand Commitment, Perceived AuthenticityAbstract
This study examines the impact of perceived greenwashing on brand loyalty among young consumers in the fashion industry in Hanoi. It also investigates the mediating roles of brand trust and brand commitment, as well as the moderating role of perceived authenticity. A mixed-methods approach was employed, including expert interviews and a quantitative survey of 306 consumers aged 18–30. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) via SmartPLS software. The results indicate that perceived greenwashing negatively affects both brand trust and brand loyalty. In contrast, brand trust has a positive effect on both brand commitment and brand loyalty, while brand commitment also contributes to enhancing brand loyalty. Notably, perceived authenticity mitigates the negative impact of greenwashing on brand trust. This study contributes to clarifying the mechanism through which greenwashing influences relationship marketing outcomes and provides managerial implications for fashion companies to develop transparent green communication strategies in order to sustain trust and engagement among young consumers.
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