Perceived greenwashing and green purchase intentions: The mediating role of brand trust in Vietnam’s cosmetics industry

This study examines the impact of perceived greenwashing on green purchase intentions, with a particular focus on the mediating role of brand trust in the Vietnamese cosmetics industry. Data were collected from 225 consumers and analyzed using partial least squares structural equation modeling (PLS-SEM). The findings indicate that perceived greenwashing has a significant negative effect on brand trust, while brand trust exerts a positive and significant influence on green purchase intentions. Mediation analysis further confirms the significant mediating role of brand trust in this relationship. These results contribute to the growing body of empirical literature on sustainable consumer behavior in emerging markets.