How Green Value Co-Creation and Perceived Greenwashing Affect Customer Brand Advocacy in Vietnam’s Tourism Industry

Abstract This paper presents a study on green value co-creation behavior in the relationship to tourists’ behavior, including perceived green empowerment, experience value, satisfaction and brand advocacy, specifically considering the role of perceived greenwashing in these relationships based on Service-Dominant Logic. A quantitative study using structural equation modeling analysis technique was conducted with customers of tourism businesses in Vietnam. The result of the study shows that green value co-creation behavior has a positive effect on perceived green empowerment, experience value, satisfaction and brand advocacy. In addition, the study also shows the positive effect of perceived green empowerment, experience value and satisfaction on brand advocacy. Perceived greenwashing reduces the impact of green value co-creation behavior on perceived green empowerment, experience value and satisfaction. The research results provide empirical evidence confirming the important positive role of green value co-creation and the barrier role of perceived greenwashing in achieving positive outcomes on customer behavior of tourism businesses. At the same time, the study provides useful information for managers in increasing perceived green empowerment, experience value, satisfaction and brand advocacy through customer green value co-creation activities, based on honest and standard green practices.