Year 2026, Issue 3
Date published18.9.2026
CONTENTS
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Tran Thi Hoa, Nguyen Van Hiep, Nguyen Hai Anh, Nguyen Thi Nga
THE IMPACT OF PRODUCT QUALITY ON GREEN TECHNOLOGY PRODUCT CONSUMPTION BEHAVIOUR IN AN EMERGING MARKET: EVIDENCE FROM URBAN CONSUMERS IN VIETNAMAbstract: Green technology products have increasingly attracted attention due to growing environmental concerns and the transition toward sustainable consumption. However, consumer adoption of green technology products in emerging markets... Green technology products have increasingly attracted attention due to growing environmental concerns and the transition toward sustainable consumption. However, consumer adoption of green technology products in emerging markets remains inconsistent, particularly in an emerging market such as Vietnam. Therefore, this study examines the effects of product quality dimensions on green technology product consumption behavior among urban consumers in Vietnam. A quantitative research approach was employed using survey data collected from 350 urban consumers in Vietnam. The research model examined seven dimensions of product quality, including product performance, product features, durability, reliability, health safety, eco-friendliness, and conformance to standards. Structural Equation Modeling (SEM) was applied to test the proposed hypotheses. The findings reveal that all seven product quality dimensions positively and significantly influence green technology product consumption behavior. Among these factors, product performance emerged as the strongest determinant, followed by durability and conformance to standards. The results indicate that urban consumers in Vietnam prioritize functional effectiveness, long-term economic value, and certification credibility when evaluating green technology products. The study concludes that consumers in emerging markets integrate environmental concerns with practical and economic considerations in green purchasing decisions. -
Shovan Nasim Haider, Miloslava Chovancova
THE EFFECTS OF AI-WASHING ON CONSUMER’S TRUST, ETHICS AND PURCHASE INTENTIONKeywords: AI washing, consumer trust, perceived brand ethicality, behavioral intentions, technological literacyAbstract: As artificial intelligence becomes a dominant signifier of innovation in marketing, the practice of AI washing as the strategic exaggeration or fabrication of AI capabilities in marketing communications has emerged as a critical... As artificial intelligence becomes a dominant signifier of innovation in marketing, the practice of AI washing as the strategic exaggeration or fabrication of AI capabilities in marketing communications has emerged as a critical ethical concern. This article reports study results examining AI washing perception and its consequences for consumer trust, perceived brand ethicality, purchase intention, and word-of-mouth (WOM) intention. Partial Least Squares Structural Equation Modeling (PLS-SEM) is employed with a survey sample of 854 consumers to establish predictive relationships. Drawing on the Trust-Action Model, Ethical Decision-Making Theory, and Consumer Information Processing Theory, the findings shows that AI washing severely and significantly damages all four consumer outcomes. Crucially, a serial mediation pathway Perceived Brand Ethicality-Brand-Trust-Behavioral Intentions was supported in the study, confirming that deception functions primarily as a moral failure before translating into eroded trust and suppressed behavior. Moderation analyses revealed a competence-based susceptibility gradient: technological literacy and prior AI experience amplified these negative effects, whereas age did not. Convergent cross-study effect sizes confirm robust findings with important implications for marketing practice, consumer protection, and AI governance.