[Research Contribution] The influence of greenwashing on green purchasing intentions in the electric motorbike sector: the mediating role of green brand trust and green word-of-mouth of GenZ

Amid the wave of electric motorcycles spreading green across Vietnamese urban areas, not every "environmentally friendly" message is truly green as it is portrayed. When flashy advertisements overshadow true value, consumer trust, especially among Gen Z, has begun to waver, leading to changes in how they consider, share, and make purchasing decisions. So, how is "greenwashing" affecting the intention to buy electric motorcycles? Do green brand trust and green word-of-mouth still have enough power to persuade young people in this context?