RESEARCH ARTICLE
Effects of Product Transformation Salience on Green Brand Coolness and Green Purchase Intentions in Vietnam: Consumer Traceability Knowledge as Moderator
Truc Thanh Le,
Hung Thanh Tang-Le,
Truc Thanh Le
School of Management, College of Business, University of Economics Ho Chi Minh City (UEH University), Ho Chi Minh City, Vietnam
Search for more papers by this authorCorresponding Author
Hung Thanh Tang-Le
School of Management, College of Business, University of Economics Ho Chi Minh City (UEH University), Ho Chi Minh City, Vietnam
Correspondence:
Hung Thanh Tang-Le ([email protected])
Search for more papers by this authorTruc Thanh Le,
Hung Thanh Tang-Le,
Truc Thanh Le
School of Management, College of Business, University of Economics Ho Chi Minh City (UEH University), Ho Chi Minh City, Vietnam
Search for more papers by this authorCorresponding Author
Hung Thanh Tang-Le
School of Management, College of Business, University of Economics Ho Chi Minh City (UEH University), Ho Chi Minh City, Vietnam
Correspondence:
Hung Thanh Tang-Le ([email protected])
Search for more papers by this authorFirst published: 25 December 2024
Funding: This work was supported by University of Economics Ho Chi Minh City (Đại học Kinh tế Thành phố Hồ Chí Minh), Vietnam.
Truc Thanh Le and Hung Thanh Tang-Le should be considered joint first author.
ABSTRACT
Drawing on the attribution and signaling theories, this study aims to investigate the associations between product transformation salience (PTS), perceived green brand coolness (PGBC), green purchase intention (GPI), and consumer traceability knowledge (CTK) in Vietnam. We assess the research model by implementing partial least squares–structural equation modeling with a sample of 245 Vietnamese consumers. PTS positively affects GPI and PGBC, whereas PGBC positively impacts GPI and positively mediates the impact of PTS on GPI. CTK negatively moderates the effect of PTS on GPI, whereas the mediating impact of PGBC on the association between PTS and GPI is not conditional on CTK. PTS messaging is effective in increasing the perceived coolness of the brand and Vietnamese consumers' intention to purchase green goods. However, as consumers become more versed in digitally tracing products, the positive impact of PTS messaging on their GPI weakens. The study provides theoretical and managerial implications.
Conflicts of Interest
The authors declare no conflicts of interest.
Open Research
Data Availability Statement
The data that support the findings of this study should be available from the corresponding author upon reasonable request. The data are not publicly available due to technical and privacy-related restrictions (containing information that could compromise the privacy of research participants).
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