Research on Greenwashing and Consumer Behavior in the Vegan Cosmetics Industry in Hanoi City

The proliferation of “green” cosmetic brands lacking verifiable evidence in the market has led to the phenomenon of greenwashing, causing consumers to doubt product quality, thereby directly impacting their trust and purchasing decisions. This article focuses on analyzing the current situation regarding factors influencing greenwashing on vegan cosmetic consumer behavior, identifying the barriers resulting from this phenomenon, and subsequently proposing solutions to enhance consumer awareness, strengthen corporate information transparency, and reinforce the legal framework.