Thương hiệu OCOP giả xanh có khiến khách hàng quay lưng? Nhận thức tẩy xanh và ý định tẩy chay thương hiệu dưới góc nhìn bản sắc môi trường
DOI:
https://doi.org/10.24311/jabes/2025.36.12.04Keywords:
Bản sắc môi trường, Ý định tẩy chay thương hiệu, Nhận thức tẩy xanh, Thương hiệu OCOP, PLS-SEMAbstract
In the context where green communication is increasingly adopted in the marketing activities of enterprises participating in the “One Commune One Product” (OCOP) program, the phenomenon of greenwashing poses a significant challenge to consumer trust. This study aims to explore the relationships among greenwashing perception, environmental self-identity, and boycotting intention, and to examine the moderating role of environmental self-identity. Based on the theoretical foundation, the authors developed a conceptual model and conducted a survey of 191 consumers in Vietnam. Using Partial Least Squares Structural Equation Modeling (PLS-SEM), the results indicate that: (1) environmental self-identity positively affects greenwashing perception; (2) greenwashing perception has a significant influence on brand boycotting intention; and (3) environmental self-identity moderates the relationship between greenwashing perception and brand boycotting intention, in a way that intensifies consumers’ reactions. These findings provide empirical evidence of the socio-psychological mechanisms underlying consumer responses to misleading green communication. The practical implications highlight the need for enterprises to ensure transparency in their communication, build a credible environmental identity, and avoid exaggerating green commitments. At the same time, regulatory authorities should strengthen monitoring and certification mechanisms to protect a sustainable communication ecosystem within the OCOP program.
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