This work examines the impact of greenwash on green brand equity and analyses the mediation effects of green brand image, green satisfaction and green trust as well as the moderating effect of information and knowledge based on the legitimacy theory and signalling theory. This study adopts a questionnaire-based survey design to gather data from 445 respondents using a cluster random sampling technique. Data collection focuses on Vietnamese consumers who had purchased electronic products in Ho Chi Minh City, Vietnam. The findings show that although greenwash is not significantly related to green brand equity possibly due to the halo effect, greenwash is adversely related to green brand image, green satisfaction and green trust, which would positively influence green brand equity. In other words, green brand image, green satisfaction and green trust play a full mediation role in the relationship between greenwash and green brand equity. In addition, information and knowledge actually moderate the relationship between greenwash and green brand equity, and it strengthens the adverse relationship between greenwash and green brand equity. This research is the first to combine green brand image, green satisfaction and green trust as mediators to shed light on the understanding of different impact mechanisms in the greenwash–green brand equity relationship. Furthermore, this research is also the first to study information and knowledge as a moderator in the greenwash–green brand equity relationship. This provides a better insight into the process and context by which greenwash affects green brand equity. Taken together, the findings of this study extend and advance the understanding regarding the different mechanisms and the dynamics in which green brand image, green satisfaction, green trust as mediators and information and knowledge as a moderator can play in the emerging market context of consumers of electronic products in Vietnam. The findings enrich the growing body of green marketing literature and contribute significantly towards a unified theory of brand equity.

中文翻译：

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洗绿与绿色品牌资产：绿色品牌形象、绿色满意度、绿色信任的中介作用和信息知识的调节作用

本工作基于合法性理论和信号理论，考察了绿色洗牌对绿色品牌资产的影响，分析了绿色品牌形象、绿色满意度和绿色信任的中介作用以及信息和知识的调节作用。本研究采用基于问卷的调查设计，使用整群随机抽样技术从 445 名受访者中收集数据。数据收集的重点是在越南胡志明市购买过电子产品的越南消费者。研究结果表明，尽管可能由于光环效应，洗绿与绿色品牌资产没有显着相关，但洗绿与绿色品牌形象、绿色满意度和绿色信任负相关，对绿色品牌资产有正向影响。换言之，绿色品牌形象，绿色满意度和绿色信任在洗绿与绿色品牌资产的关系中起到充分的中介作用。此外，信息和知识实际上缓和了洗绿与绿色品牌资产之间的关系，强化了洗绿与绿色品牌资产之间的逆向关系。本研究首次将绿色品牌形象、绿色满意度和绿色信任作为中介因素结合起来，阐明了对绿色洗牌-绿色品牌资产关系中不同影响机制的理解。此外，这项研究也是第一个研究信息和知识作为绿色品牌资产关系的调节者。这可以更好地了解洗绿影响绿色品牌资产的过程和背景。综合起来，本研究的结果扩展和促进了对绿色品牌形象、绿色满意度、绿色信任作为中介以及信息和知识作为中介在新兴市场电子产品消费者市场环境中发挥作用的不同机制和动态的理解。越南。这些发现丰富了越来越多的绿色营销文献，并为统一品牌资产理论做出了重大贡献。