Tác động của tẩy xanh đến hành vi mua của người tiêu dùng thành phố Huế đối với thực phẩm thân thiện môi trường: The impact of greenwashing on consumers’ purchasing behavior towards eco-friendly foods: A case study in Hue city

Abstract

Abstract: The study aims to explore the impact of greenwashing on consumers' purchasing behavior towards environmentally friendly foods. The research employed a mixed-method approach, using convenience sampling with 351 valid responses. Data were analyzed by SPSS 20.0 and SmartPLS 4, with assessments of the measurement model and the structural model. The results show that purchase intention is positively influenced by attitude and subjective norms, and negatively affected by greenwashing. Additionally, greenwashing has a negative impact on the formation of attitudes towards environmentally friendly food purchasing behavior. Based on the analysis, the study proposes managerial implications for controlling greenwashing and promoting consumers' purchasing behavior towards environmentally friendly foods.

Keywords: Greenwashing, consumer behavior, environmentally friendly food, eco-friendly food;