The Impact of Greenwashing on Gen Z's Electronic Vehicle Purchase Intentions: the Mediating Role of Green Trust

In the context of the growing trend toward sustainable consumption, electric vehicle (EV) manufacturers and marketers actively employ green communication strategies to attract young consumers, particularly Generation Z. However, the increasing prevalence of greenwashing - where firms exaggerate or misrepresent the environmental benefits of EVs while lithium-ion battery production processes contribute significantly to environmental pollution - raises questions regarding its impact on green trust and EV purchase intentions. This study adopts the Theory of Planned Behavior (TPB) framework to predict individual customers’ beliefs and purchase intentions, particularly among Generation Z influenced by greenwashing. Data were collected from 416 survey respondents in Hanoi and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) via SmartPLS software. The results indicate that greenwashing exerts a significant negative effect on green trust and purchase intentions, while TPB constructs positively promote green purchase intentions. The findings highlight the need for firms to implement clear and transparent communication strategies to maintain trust and enhance consumer purchase intentions, avoid greenwashing activities, and encourage genuine green consumption.