| dc.description.abstract | The increasing demand for environmentally-friendly business strategies and pressure from
corporate social responsibility have led to the concept of "brownwashing" and
"greenwashing" as firms perceive environmental improvements as costly and not always a
win-win relationship. This idea has been supported by Polonsky in 1994 and Marquis C,
Toffel M, Zhou Y in 2016. The growing demand for green consumption in various
industries motivates firms to conduct green marketing strategies to show consumers the
corporate social responsibility. However, green communication can be regarded as
greenwashing, defined as misleading communication when consumers believe firms
promise more environmental benefit than they deliver. Additionally, there is growing
consumer skepticism towards companies that take opportunistic advantage of the green
movement, using greenwashing to promote environment-friendly behavior without fully
divulging destructive information.
This study focuses on the dimensions contributing to green brand equity in the emerging
market, Vietnam. Existing research has mainly focused on the construct, practice, and
antecedents of greenwashing behaviors in developed economies, but there is still little
research on the greenwashing and correlation of greenwashing and green equity that affect
purchasing behavior in the context of the emerging market. Therefore, this study aims to
fulfill this gap by conducting the quantitative research in Vietnam in context of green
beauty products | en_US |
