Understanding How Green Advertising Promotes Sustainable Consumption: The Mediating Effects of Brand Trust and Brand Image, and the Role of Greenwashing as a Moderator

Abstract

In the contemporary landscape, consumers are increasingly concerned about the environmental impact of consumption habits, which has fostered a growing preference for sustainable products. This study seeks to deepen understanding of how green advertising shapes consumer behaviour amid growing concerns about greenwashing. Drawing upon the Hierarchy of Effects (HOE) theory, this study examines the impact of green advertising receptivity on consumers’ green purchase intention, emphasizing the mediating roles of green brand image and brand trust, as well as the moderating role of perceived greenwashing. A survey of 282 Vietnamese green consumers was conducted using convenience sampling, and the data were analyzed using SmartPLS and partial least squares structural equation modelling (PLS-SEM). The results reveal that green advertising receptivity strengthens green brand image and brand trust, which subsequently elevates consumers’ green purchase intention. These two constructs also function as mediators in the relationship between green advertising receptivity and green purchase intention. In addition, perceived greenwashing moderates the relationship between green brand trust and green purchase intention but does not significantly moderate the relationship between green brand image and green purchase intention. This study contributes to the green marketing literature by offering a detailed understanding of the moderating role of perceived greenwashing in shaping green purchase behaviour. These insights provide practical implications for businesses to develop effective green marketing strategies, mitigate greenwashing risks, and strengthen consumer trust and brand image.