To understand how consumers perceive greenwashing, this study examines the impact of green advertising receptivity (GAR), non-deception (ND), green brand image (GBI) and transparency (TR) on green brand trust (GBT) and subsequently the impact of GBT on consumers' purchasing intentions (PI). We also consider the mediation role of GBT between the relationship of the independent variables (GAR, ND, GBI and TR) and the dependent variable (PI). At the same time, we examine the moderating impact of ND on the GAR and GBT and of TR on the GBI and GBT relationship. Using the Stimulus–Organism–Response (SOR) framework, we test a number of hypotheses. A survey-based questionnaire was utilized to gather the data from Vietnamese respondents (n = 262). We analysed the data using the partial least squares (PLS) method, which is a structural equation modelling (SEM) technique, with the assistance of the SmartPLS computer program 3.0. The data results show that GAR and GBI positively influence GBT, but the influence of ND and TR on GBT is insignificant. Again, the data show that GBT has a positive influence on PI, and as a mediator variable, it facilitates GAR, GBI and PI, but not the link between ND, TR and PI. A significant interaction effect of ND demonstrates that it strengthens the GAR-GBT relationship. However, the TR has no impact on the GBI–GBT relationship. The findings of this study provide insights into the theory and the essential managerial implications for successfully managing the implementation of green marketing strategies.

中文翻译：

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迈向可持续发展：将绿色营销策略与消费者认知相结合以解决漂绿问题

为了解消费者如何看待漂绿行为，本研究考察了绿色广告接受度 (GAR)、非欺骗性 (ND)、绿色品牌形象 (GBI) 和透明度 (TR) 对绿色品牌信任度 (GBT) 的影响，以及随后的影响GBT 对消费者购买意向 (PI) 的影响。我们还考虑了 GBT 在自变量（GAR、ND、GBI 和 TR）与因变量（PI）之间的关系之间的中介作用。同时，我们研究了 ND 对 GAR 和 GBT 以及 TR 对 GBI 和 GBT 关系的调节影响。使用刺激-有机体-反应 (SOR) 框架，我们检验了许多假设。使用基于调查的问卷来收集越南受访者的数据（n = 262）。在 SmartPLS 计算机程序 3.0 的帮助下，我们使用偏最小二乘法 (PLS) 方法分析了数据，这是一种结构方程建模 (SEM) 技术。数据结果表明，GAR和GBI对GBT有正向影响，而ND和TR对GBT的影响不显着。同样，数据表明 GBT 对 PI 有积极影响，作为中介变量，它促进 GAR、GBI 和 PI，但不促进 ND、TR 和 PI 之间的联系。ND 的显着交互作用表明它加强了 GAR-GBT 关系。然而，TR 对 GBI-GBT 关系没有影响。本研究的结果提供了对成功管理绿色营销策略实施的理论和基本管理意义的见解。