The impact of perceived corporate green marketing activities on young consumers’ purchase intentions in Hanoi

This study examines how perceptions of corporate green marketing strategies affect the green purchase intentions of young consumers in Hanoi. Drawing on the Theory of Reasoned Action, the Theory of Planned Behavior, and the Persuasion Knowledge Model, the study surveyed 141 Generation Z consumers and employed exploratory factor analysis and multiple linear regression. The model explains 43.1% of the variance in green purchase intention. Green product purchasing frequency has the strongest positive effect, followed by perceived greenwashing. In contrast, green skepticism, willingness to pay, consumer savvy, and demographic characteristics have no statistically significant effects. The positive relationship between perceived greenwashing and purchase intention suggests that Generation Z consumers may prioritize actual product value and consumption experience over corporate environmental claims. The findings provide implications for developing more transparent and credible green marketing strategies.