Effects of Product Transformation Salience on Green Brand Coolness and Green Purchase Intentions in Vietnam: Consumer Traceability Knowledge as Moderator

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.