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

How Green Value Co – Creation and Perceived Greenwashing Affect Customer Brand Advocacy in the Vietnam’s Tourism Industry | Research Square window.SnipcartSettings = { analytics: { enabled: false } }; (function() { var accessVector = localStorage.getItem('access_vector') || ''; window.dataLayer = window.dataLayer || []; if (accessVector) { window.dataLayer.push({ user: { profile: { profileInfo: { snid: accessVector } } } }); } })(); (function(w,d,s,l,i){w[l]=w[l]||[];w[l].push({'gtm.start':new Date().getTime(),event:'gtm.js'});var f=d.getElementsByTagName(s)[0],j=d.createElement(s),dl=l!='dataLayer'?'&l='+l:'';j.async=true;j.src='https://www.googletagmanager.com/gtm.js?id='+i+dl;f.parentNode.insertBefore(j,f);})(window,document,'script','dataLayer','GTM-K279D39R'); Browse Preprints In Review Journals COVID-19 Preprints AJE Video Bytes Research Tools Research Promotion AJE Professional Editing AJE Rubriq About Preprint Platform In Review Editorial Policies Our Team Advisory Board Help Center Sign In Submit a Preprint Cite Share Download PDF Research Article How Green Value Co – Creation and Perceived Greenwashing Affect Customer Brand Advocacy in the Vietnam’s Tourism Industry Ngan Thi Huyen Nguyen, Hanh Hong Duong, Hang Thi Bich Tran, Nhung Thi Hong Duong This is a preprint; it has not been peer reviewed by a journal. https://doi.org/ 10.21203/rs.3.rs-7840000/v1 This work is licensed under a CC BY 4.0 License Status: Posted Version 1 posted You are reading this latest preprint version 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. Brand advocacy experience value green value co-creation behavior perceived greenwashing perceived green empowerment satisfaction Figures Figure 1 Figure 2 1 Introduction Since the first introduction by Normann and Ramirez [41], value co-creation (VCC) has received considerable attention from researchers and managers. VCC is the collaboration between customers and businesses in product development [29], or customizing a product through close collaboration with the customer [15]. Researchers agree that VCC represents the cooperative generation of value between customers and businesses. Within the service industry, Vargo and Lusch [60] proposed the Service-Dominant Logic (SDL) - the conceptual model designed to enhance understanding of how value is jointly created through services. SDL rests on the idea that service and engagement between both businesses and their customers form the basis for value realization, emphasizing cooperation, mutual assistance, and balanced exchange at every phase of the value creation journey [60]. According to SDL, clients act as active contributors, taking part in the value process and influencing the firm’s resource utilization [54]. VCC supports better identification of customer needs, fosters strong customer relationships, and generates income growth [22; 35; 45]. Specifically, in the tourism industry, co-creation is increasingly significant as tourists actively engage in service delivery beyond mere sightseeing. There is a growing trend of tourists seeking direct participation in destination activities, thus acting as creators of the value experience [3]. Besides its significant economic contributions, tourism has had major impacts on the global and Vietnamese environment, posing great challenges for countries in realizing the Sustainable Development Goals (SDGs). The green trend is prominent in the tourism industry, driven by increasing awareness of its environmental impact. Tourism’s GHG emissions were 8%-11% of global emissions in 2019 (World Travel & Tourism Council, 2021). By 2021, this equated to 363 million tons of CO 2 (Circular Ecology, 2022), and Deloitte estimated the sector’s carbon footprint at 3% of global emissions in 2022. Hotels emit approximately 0.2 tons/m 2 of carbon during operation. Beyond carbon, hotels also consume vast amounts of water, with 1,500 liters/ room daily (Sustainable Hospitality Alliance, 2018), the water consumption stood at 0.3m 3 per guest night in 2023 (Sustainability Report, 2024). Hotels also generate substantial waste, with 289,700 tons annually and significant single-use plastic consumption (The Waste and Resources Action Programme). An improved economic landscape often leads to heightened customer awareness regarding health and ecological concerns, consequently driving increased engagement with green consumption. In Vietnam, empirical evidence from the survey ("Brand strategy associated with green development" Workshop, the Ministry of Industry and Trade) demonstrated that more than 80% of customers were willing to incur higher costs for green products. Moreover, 62% of respondents stated that their purchasing choices were swayed by a company's dedication to environmental stewardship. Consistent with these findings, the Ministry of Industry and Trade has reported that the green products demand had expanded by 15% each year. In the context of increasingly urgent environmental issues and increasing customer awareness of sustainability, businesses are forced to switch to green models. Globally, hotels are adopting green initiatives. The Green Lodging trends report (2022) found that over 90% reuse linens, 80% reduce energy, 70% involve guests, and 60% implement comprehensive sustainability plans. In Vietnam, 41 hotels hold ASEAN Green Hotel certification, and many hotels achieved the Green Lotus Label (according to Vietnam National Administration of Tourism). However, along with green practices, the phenomenon of greenwashing in this industry is also becoming more common as businesses communicate more than they do for the environment, even hiding their harmful environmental practices while still claiming to be green. From the perspective of SDL, value is not an output solely generated by businesses and delivered to passive customers, it emerges from the collaborative interaction between businesses and their customers. Therefore, is green practice alone sufficient to create value without customer participation? How do customers’ perceptions of greenwashing influence relationships between green VCC (GVC) and their perceived green empowerment, experience value, satisfaction, brand advocacy? This study is conducted to address this issue, based on a literature review on GVC and links between GVC, perceived green empowerment, experience value, satisfaction and brand advocacy, the moderating role of perceived greenwashing; investigating and analyzing the research of 246 customers of tourism businesses in Vietnam; and drawing discussions and implications for managers. 2 Literature review and research hypotheses development 2.1 Green value co-creation behavior Based on the view that value creation was created through the interaction between businesses and customers, Normann and Ramirez [41] proposed the concept of VCC. Co-creation took place when businesses establish platforms for experience which characterized by open dialogue and readily available information, enable customers to participate in experiences that were precisely aligned with their specific requirements and engagement preferences [46]. In the service sector, VCC is more clearly recognized through SDL when engagement is considered the foundation for realizing value for businesses and customers. Based on SDL, Vargo and Lusch [61] argued that customer was an active resource involved in the value creation process; there is collaboration and mutual support between businesses and customers at all stages of this process. Payne et al. [45] asserted that VCC was a process of exchanging resources and creating value together. Consistent with related perspectives, Lyu et al. [37] highlighted VCC is a mechanism through which customers create value, this process is realized via their interaction within the experience setting by integrating the businesses’ resources with their individual resources. VCC is a key force shaping the modern tourism experience as tourist participation is a prerequisite for the service to be delivered. Prebensen et al. [47] described VCC as tourists’ interest in participating both mentally and physically in tourism activities. Instead of passively sightseeing, tourists want to participate in experiential activities, they want to do more than just see [4]. GVC is developed based on the concept of VCC. The process involves the exchange of environmental concerns between customers and businesses, customers’ participation can be at the production or consumption stage [24]. GVC can be measured, describing how customers perform behavior as co-creators [33]. According to Yi and Gong [69], GVC is expressed through five factors, including: “Information seeking” provides ways for customers to take on a role as co-creators of value in the service delivery process; “information sharing” helps service providers complete their tasks; “responsible behavior” is cooperation and following instructions and rules during service use to successfully implement VCC; “feedback” is information and suggestions which are provided by customers to improve services; and “helping” represents customers helping other customers. 2.2 Perceived green empowerment Customer empowerment refers to the extent to which businesses enables customers to engage actively with them, influencing transactions and collaborating by sharing feedback, ideas, praise, and criticism regarding the company's products, services, and policies [48]. It encompasses customers having choices, control over the type of interactions, and the ability to influence decisions [2]. To empower customers, businesses create environments where customers can regularly exchange information, take part in service design, and interact with servers during service delivery [68]. According to Han et al. [26], customer empowerment involves the feeling of control that customers have during the service encounter. This empowerment reflects customers’ belief that their involvement is valued by businesses and positively impacts service development. Customers feel that businesses care for, appreciate, and respect their opinions and see their participation as making a meaningful difference and bringing benefits to businesses [5]. Hence, in this study, perceived empowerment in the context of green tourism reflects customers’ perceptions of the positive impact as well as the businesses’ respect and concern for customers participation in the businesses’ green activities. Auh et al. [5] assumed that perceived green empowerment is expressed as customers well aware of the positive impact of their participation; businesses care about their participation; their participation is very important; businesses appreciate their participation; businesses value their participation in the service process. 2.3 Experience Value Customer experience is the collection of interactions which requires customers involvement and generates responses [63]. Value is created during that experience. Nadeem et al. [40] argued that experience value was the perceived or actual effectiveness of a product stemming from interactions, which can hinder or accelerate the achievement of customer objectives. Research in the tourism industry, Zhang et al. [70] argued that experience value was experiences and emotions that tourists had when interacting with stakeholders in tourism activities. Experience value is a subjective feeling of customers, created through interaction [17] throughout the entire tourism process. According to Varshneya and Das [62], experience value includes: “Cognitive value”, “hedonic value”, “social value”, and “ethical value”. 2.4 Satisfaction Research on customer satisfaction consistently indicates that it is the feeling of satisfaction which customers achieve when their evaluation after consumption meets or exceeds their expectations. Satisfaction is feelings of customers toward brands based on contact and use of their products [11]. Customer satisfaction is measured through customer perceptions, as satisfaction depends on how well the service experience meets their expectations [50]. According to Hennig-Thurau [28], satisfaction is expressed that customers are fully satisfied with the business, their expectations are met, they have never been disappointed with the business, their experiences with the business are great, the business is a good one to have experience of its service 2.5 Brand advocacy Brand advocacy has been described by some researchers as similar to word-of-mouth recommendations given by customers who have experienced services. [21]. When customer form a strong connection with a brand, this often leads to brand advocacy, where they actively share positive feedback about the brand [51]. Fundamentally, brand advocacy manifests when customers communicate favorable opinions about a brand and what it provides [32]. Brand advocacy is demonstrated through customers writing positive comments, referring new customers, and creating content to promote the brand [1]. However, word of mouth alone is not enough. Brand advocacy involves active engagement, requiring customers to put significant effort into promoting the brand [31]. It serves as a critical indicator of the strength of the relationship between customers and brand, advocates are willing to defend brand against negative information [65]. Such advocates demonstrate a high level of commitment. In some cases, they even confront members of competing brand communities [52]. Sride and Pounglek [57] argued brand advocacy reflects behaviors rooted in strong emotional engagement and loyalty, manifested through recommending, defending, or actively promoting the brand. Wilk et al. [66] also agreed with this point of view and said that brand advocated communicated positively about the brand, encouraged others to try it, and stood up for it when it faced criticism. Melancon et al. [38] identified key measures of brand advocacy: intentions to recommend, positive speech, and defend the brand from negative comments. 2.6 Relationships between green value co-creation, perceived green empowerment, experience value, satisfaction and brand advocacy The effect of GVC on perceived green empowerment, experience value, satisfaction and brand advocacy is proposed based on SDL. SDL suggests that businesses can not provide value to customers unless customers actively participate in cocreating value [60]. Value is always created together with customers during use through the integration of their resources. According to SDL, when customers actively participate in the creative process, they integrate their resources to shape the experience and outcome achieved from that experience. It directly leads to improving the customers perceived values, thereby building positive relationships with businesses’ brand. Many studies have also shown positive relationships between co-creation behavior, perceived green empowerment, experience value, satisfaction and brand advocacy. Participation is found to enhance an individual’s sense of empowerment [56]. This effect is largely attributed to the belief among participants that their input will be acknowledged and valued, thereby strengthening their perception of being empowered [71]. Based on SDL, when customers engage in GVC, they integrate their resources into sustainable activities. This proactive role can directly generate a sense of control, competence, and impact on green outcomes, thereby enhancing their sense of green empowerment. In the context of green tourism, the above theoretical reasoning suggests hypothesis: H 1 GVC is positively associated with perceived green empowerment. Participation positively influences both service quality and creation of experiences for the customer [13]. According to Tchorek et al. [59], a positive link exists between VCC and brand experience. Bu et al. [12] also argued that since customers are central to the VCC process, it directly influences their experience value. Based on SDL, GVC enables customers to integrate personal resources into sustainable tourism experiences. This active participation can make the experience more personalized, meaningful, and memorable, directly enhancing their experience value. Thus, we hypothesize: H 2 GVC is positively associated with experience value. Customer satisfaction is widely recognized as the most frequently examined customer participation [20]. Empirical findings, such as those by Chan et al. [14] consistently illustrate that active customer participation positively influences their satisfaction levels. Studies on sporting events, Woratschek et al. [67] shown that VCC improves customer satisfaction. Barnes and Vidgen [6] researched on online VCC behavior found that effective communication and interaction between users is positively associated with customer satisfaction. Lee [34] also found that users’ learning and training experiences on an online platform for a product positively impact on their satisfaction. Based on SDL, when customers GVC, they tailor services to better suit their needs and sustainability values. By enabling value-in-use to meet or surpass expectations, participation directly contributes to enhanced customer satisfaction. Therefore, we hypothesize that: H 3 GVC is positively associated with satisfaction. Advocacy is significantly propelled by involvement [27] and active customer interaction [10]. Thus, the relationship between VCC and brand advocacy has been widely studied and confirmed across diverse fields. Opata et al. [43] discovered that customer involvement in VCC affects their brand advocacy through loyalty. Similarly, Woratschek et al. [67] researched has shown a significant effect of VCC on loyalty in the sport industry. Cermak et al. [13] demonstrated that VCC participation was closely related to service repurchase and referral. Chen et al. [16] researched in the hospitality industry has shown that customer participation significantly affects brand advocacy to the brand. Although VCC has been recognized to affect brand advocacy, GVC has not received much attention in its relationship with loyalty in the context of green tourism. Thus, we hypothesize that: H 4a GVC is directly positively associated with brand advocacy. This study posits three parallel mediating mechanisms linking GVC to brand advocacy: specifically, through green customer empowerment, experience value, and customer satisfaction. Customer participation is anticipated to foster improved performance, stemming from customers’ perception that business values their input and that their engagement genuinely contributes to enhancing service processes and outcomes. As articulated by Füller et al. [23], empowered customers who exhibit trust in businesses and feel actively involved tend to sustain their interactions. Supporting this, Auh et al. [5] also demonstrated that customer participation positively influences performance, with customer empowerment mediating this relationship. Consequently, the perception of valuable and impactful customer participation is thus expected to yield significant benefits, notably brand advocacy. The established connections between customer participation, satisfaction/experience value, and brand advocacy have been widely evidenced in existing literature [8; 14; 20]. Despite this broad support for the links between customer participation, customer empowerment, experience value, satisfaction, and brand advocacy, these specific relationships remain largely unexplored within the context of green tourism. We hypothesize that: H 4b GVC is indirectly positively associated with brand advocacy through perceived green empowerment, experience value and satisfaction. Customers are motivated to invest their time in participatory activities when they believe their contributions can truly effect change and that their input will be actively considered by businesses [39]. When customers perceive their participation as valuable and influential to businesses, the participation is expected to yield substantial customer-related value for businesses [5]. In other words, when customers perceive their participation as valued, they will respond with actions that bring value to businesses. Important value that businesses can achieve includes customer advocacy for their brand. Therefore, in the context of green tourism, we hypothesize that perceived green empowerment can bring value to businesses through brand advocacy. Therefore, we hypothesize that: H 5 Perceived green empowerment is positively associated with brand advocacy. Several studies supported the impact of customer experience on brand advocacy. Rehman and Shafiq [49] proved that experience value directly affected brand loyalty, including attitudinal loyalty. Sommakettarin and Khamwon [55] argued that businesses need to create the best customer experience to lead to brand advocacy. However, further research is needed on the specific impact of experience value on brand advocacy in the context of green tourism. The hypothesis is proposed: H 6 Experience value is positively associated with brand advocacy. The correlation between customer satisfaction and business performances is well-documented [39]. Sommakettarin and Khamwon [55] contended that customer satisfaction is a precursor to brand advocacy. This perspective is corroborated by a meta-analysis conducted by Bhati and Verma [9], which consolidated findings from empirical studies to identify satisfaction as a fundamental driver of brand advocacy. Sride and Pounglek [57] indicated the positive relationship where elevated satisfaction levels promote brand advocacy, encouraging contented customers to disseminate favorable experiences and recommendations. However, the precise way in which satisfaction influences brand advocacy in the context of green tourism warrants further investigation. The hypothesis is proposed: H 7 Satisfaction is positively associated with brand advocacy. 2.7 Greenwashing and its moderating role The term “greenwashing” was proposed by Jay Westerveld to refer to hotels encouraging customers to reuse towels under the pretense of environmental conservation, while often doing little else to genuinely protect the environment and primarily aiming to reduce laundry cost [19]. The concept gained popularity in the late 20th centuries, as environmental issues such as climate change, plastic waste, and industrial pollution became a global focus. The growing customer demand for green products has prompted many businesses to shift toward sustainable development. However, instead of making substantive changes, many businesses have opted for a superficial greenwashing solution, leading to a widespread and increasingly sophisticated wave of greenwashing. Greenwashing refers to the misrepresentation of a business's environmental performance or the eco-friendly attributes of its products to consumers [44]. Furthermore, Lyon and Maxwell [36] contended that greenwashing also encompasses the strategic disclosure of only advantageous information concerning businesses’ environmental performances, while deliberately omitting negative information, with the strategic intent of cultivating overly positive images. Nyilasy et al. [42] suggest that perceived greenwashing is manifested through: businesses omit or hide information to make them greener; they are misleadingly literal, visually or graphically about their environmental attributes, and exaggerating the reality of green features. The gap between businesses’ communication contents and actual environmental practices is a manifestation of business hypocrisy that can be detected and reacted with anger by customers [64]. Perceptions of greenwashing reduce perceived empowerment, experience value and customer satisfaction due to perceptions of corporate hypocrisy. Being perceived as greenwashing negatively affects customers’ evaluations and attitudes toward businesses. Perceived value is an important antecedent of satisfaction, so when businesses are perceived as hypocritical, customers receive less perceived value from businesses’ products, which will lead to lower customer satisfaction [30]. During the process of GVC, customers may perceive the greenwashing behavior of the business. Therefore, we believe that perceived greenwashing may influence relationships between GVC and perceived green empowerment, customer experience value and satisfaction. The hypotheses are proposed: H 8 Greenwashing moderates the relationship between GVC and perceived green empowerment. H 9 Greenwashing moderates the relationship between GVC and experience value. H 10 Greenwashing moderates the relationship between GVC and satisfaction. 3 Research methodology 3.1 Measurement The scales are inherited with adjustments from previous studies published in prestigious journals in the same field to ensure the validity and reliability of the instruments. A 5-point Likert scale was used to assess all constructs. GVC was measured using the scale developed by Yi and Gong [69]. The measurement of perceived green empowerment was adapted from the scale developed by Auh et al. [5]. To measure experience value, a scale originally developed by Varshneya and Das [62]. The scale used to measure satisfaction was based on the work of Hennig-Thurau [28]. Brand advocacy is measured based on the scale development of Melancon et al. [38]. To measure perceived greenwashing, a scale originally developed by Nyilasy et al [42]. 3.2 Data collection and analysis To evaluate the model and test the research hypotheses, a survey method was implemented to collect primary data from the survey subjects who are The sample size is determined according to Hair [25] based on the ratio of observations/observed variables (5:1) and Tabachnick et al. [58] based on the number of variables in the model (> 50 + 8m, m is the number of variables). Since most items were tested by adapting validated scales from international publications, the questionnaire was first conducted in English. The pilot test was carried out to obtain feedback on the questionnaire’s content and translation validity. A few lines were changed to make the questionnaire’s descriptions more understandable, and some questions were rearranged to improve the survey’s overall coherence. We used both direct and online methods. The straightforward questionnaire was delivered to target respondents with the support of tour guide, tour sale, hotel reception, etc. An online survey was conducted by emailing and submitting Google Form links. After two months, from May to July 2024, the research team received responses. 246 valid responses were collected from 350 distributed forms, yielding an effective response rate of 70.28%. Table 1 presents some basic descriptive statistics regarding the respondents. Table 1 Profile of respondents N = 246 Frequency Percentage Gender Male 118 47.9 Female 128 52.0 Tourist Inbound 57 23.2 Outbound 82 33.4 Domestic 107 43.4 Data analysis was executed by SPSS 25 and AMOS 25. Scale reliability was meticulously assessed through the computation of Cronbach’s alpha coefficients and corrected item-total correlations. To ensure a robust factor solution, we performed an EFA evaluating several key criteria: KMO measure for sampling adequacy, Bartlett’s test, total variance explained, eigenvalues, and factor loadings. We analyzed CFA to assess the overall model fit. To validate the model, we first analyzed the regression and standardized regression weights to check the quality of the observed variables. We then assessed convergent validity using CR and AVE, and finally established discriminant validity by examining MSV, the square root of AVE, and inter-construct correlations. Bootstrap resampling method was used to evaluate the structural model. This involved drawing 1,000 sub-samples from the original dataset and analyzing them at a 5% significance level. Similarly, bootstrapping technique was used to assess moderation relationships with 1000 replicates. 4 Research results 4.1 Measurement model All constructs exhibited robust internal consistency reliability, Cronbach’s alpha values exceeding the 0.7 threshold. Particularly, GVC yielded an alpha of 0.839, perceived green empowerment 0.834, satisfaction 0.848, experience value 0.788, and brand advocacy 0.718. Furthermore, item-total correlations surpass 0.3 for all observed variables, indicating high internal consistency and reliable measurement within each construct. These findings align with Hair [25], suggesting strong relationships among items within each construct. EFA results, summarized in Table 2 , demonstrate suitable structure of factors. KMO measure of sampling adequacy (0.823) is higher than the recommended threshold of 0.5. Furthermore, Bartlett’s test was statistically significant (p < 0.05), indicating sufficient inter-correlation among the variables for further analysis. The analysis revealed a robust five-factor structure, collectively capturing 63.134% of the overall variance. Each of these factors demonstrated strong statistical justification, with all eigenvalues substantially surpassing the conventional 1.0 threshold (lowest value is 1.327). 22 items were successfully grouped into these 5 constructs. These findings collectively suggest that EFA is an appropriate technique for data analysis, and that significant correlations exist among the observed variables. Table 2 Measurement model assessment results Construct Items Cronbach’s Alpha Item-Total Correlation Factor loadings GVC GVC 0.839 GVC1 0.727 0.876 GVC2 0.662 0.758 GVC3 0.698 0.859 GVC4 0.505 0.653 GVC5 0.628 0.680 Perceived green empowerment PGE 0.834 PGE 1 0.700 0.792 PGE 2 0.629 0.821 PGE 3 0.684 0.765 PGE 4 0.576 0.747 PGE 5 0.579 0.693 Satisfaction STF 0.848 STF1 0.613 0.681 STF2 0.671 0.801 STF3 0.648 0.748 STF4 0.670 0.830 STF5 0.687 0.852 Experience value EV 0.788 EV1 0.624 0.766 EV2 0.620 0.787 EV3 0.523 0.674 EV4 0.646 0.854 Brand advocacy BA 0.718 BA1 0.528 0.642 BA2 0.557 0.825 BA3 0.527 0.842 CFA results indicate a good model fit. Chi-square test is significant with p-value is less than 0.001, CFI (0.920) and TLI (0.907) exceed the recommended threshold of 0.90. Additionally, CMIN/df (1.719) is less than 3, GFI (0.871) is acceptable. RMSEA (0.061) is within an acceptable range. These findings align with the guidelines established by Baumgartner and Homburg [7]; Hair [25], indicating that the CFA model demonstrates a good fit to the data. The measurement model demonstrates strong construct validity. Standardized factor loadings exceed 0.50 for all items, indicating strong relationships between constructs and their respective items. CR values surpass 0.70 for all constructs, demonstrating adequate internal consistency. Furthermore, all constructs exhibite acceptable convergent validity, with AVE values exceeding the 0.50 threshold [25]. Discriminate validity is also established. Discriminate validity is established through multiple criteria. Specifically, all MSV values are greater than their corresponding AVE values. Furthermore, the square root of each construct’s AVE surpassed its correlation with any other construct, thereby supporting the discriminant validity of the measures. These collective findings robustly support the discriminant validity and overall robustness of the scales within the market context. 4.2 Hypotheses testing GVC affects all constructs at the 1% significance level. Specifically, GVC affects perceived green empowerment (β = 0.409). GVC also demonstrates a significant positive impact on experience value (β = 0.504). GVC positively affects satisfaction (β = 0.330). These findings support H 1 , H 2 , and H 3 (Fig. 2 and Table 3 ). The results indicate a positive direct effect of GVC on brand advocacy (β = 0.292, p < 0.01). Furthermore, GVC exerts an indirect effect on brand advocacy (β = 0.258, p < 0.01) through the mediating factors of perceived green empowerment, experience value and satisfaction. These findings support H 4a and H 4b . The inclusion of the indirect effect raises the standardized regression coefficient from 0.292 (the direct effect) to 0.551 (the total effect). This result underscores the critical function of these mediators in amplifying the effect of GVC on brand advocacy (Fig. 2 and Table 3 ). Perceived green empowerment has a significant positive effect on brand advocacy (β = 0.222, p < 0.05). This was also true for experience value, which had an even stronger effect (β = 0.278, p < 0.01), and for satisfaction (β = 0.182, p < 0.05). Thus, H 5 , H 6 , H 7 are supported (Fig. 2 and Table 3 ). The R 2 value of brand advocacy is 0.408, indicating that GVC, experience value, satisfaction, and perceived green empowerment explain 40.8% of the variance in brand advocacy. Similarly, the R 2 value for experience value is 0.167, suggesting that GVC accounts for 16.7% of the variance in experience value. The R-squared value for perceived green empowerment is 0.254, indicating that GVC explains 25.4% of the variance in perceived green empowerment. Table 3 Hypotheses testing results Hypotheses Relationships Standardized regression P-value Conclusion H 1 GVC → PGE Direct 0.409 0.000 Support H 2 GVC → EV Direct 0.504 0.000 Support H 3 GVC → STF Direct 0.330 0.000 Support H 4a GVC → BA Direct 0.292 0.009 Support H 4b GVC → BA Indirect 0.258 0.001 Support GVC → BA Total 0.551 0.003 - H 5 PGE → BA Direct 0.222 0.013 Support H 6 EV → BA Direct 0.278 0.006 Support H 7 STF → BA Direct 0.182 0.032 Support The t-test P-value of the relationship between INT and perceived green empowerment is 0.001 < 0.05, showing that INT (GVC*GW) has an impact on perceived green empowerment. Therefore, greenwashing has a significant moderating effect on the link between GVC and perceived green empowerment. Hypothesis H 8 is accepted. The regression coefficient Original Sample = -0.129 < 0 shows that the more greenwashing increases, the more it reduces the impact of GVC on perceived green empowerment. The t-test P-value of the relationship between INT and experience value is 0.001 < 0.05, so INT (GVC*GW) influences experience value. The link between GVC and experience value is moderated by greenwashing. Hypothesis H 9 is accepted. The regression coefficient Original Sample = -0.236 < 0 shows that the more greenwashing increases, the more it reduces the impact of GVC on experience value. The t-test P-value of the relationship between INT and satisfaction is 0.001 < 0.05, INT (GVC*GW) has an impact on satisfaction. Therefore, greenwashing plays a moderating role in the relationship from GVC to satisfaction. Hypothesis H 10 is accepted. The regression coefficient Original Sample = -0.116 < 0 shows that the more greenwashing increases, the more it reduces the impact of GVC on satisfaction (Table 4 ). Table 4 Results of moderation effect analysis Hypotheses Original sample P Values Conclusion H 8 : ZPGE <--- INT -0.129 0.001 Supported H 9 : ZEV <--- INT -0.236 0.001 Supported H 10 : ZSTF <--- INT -0.116 0.001 Supported 5 Discussion The research findings support SDL, and the results of numerous previous studies, while also offering new insights compared to previous studies when clarifying the role of GVC and perceived greenwashing in the tourism industry context. Research findings indicate that GVC positively influences perceived green empowerment, which in turn positively impacts brand advocacy. This outcome aligns with the SDL and prior studies. According to SDL, when customers engage in GVC, they actively integrate their own resources into the process of creating a more sustainable tourism experience. This active role directly generates a sense of control, competence, and impact, leading customers to perceive their actions as meaningful and contributing to a shared green objective. Speer et al. [56] similarly posited that participation enhanced customers’ sense of empowerment. This engagement, driven by the integration of personal resources with those of businesses, leads them to feel empowered to make a positive environmental difference. When customers perceive green empowerment, they develop a deeper psychological connection to the brand’s green mission. This sense of empowerment transforms customers from passive customers into active partners in green value creation. Consequently, customers are inclined to advocate for brands they feel they have helped build and with which they share values. Auh [5] also demonstrated that perceived empowerment mediated the influence of customer participation on businesses’ performances, including brand advocacy. This study clarifies that relationships built upon GVC will foster stronger affiliation with tourism brands. GVC positively influences experience value, which subsequently impacts brand advocacy. The current results corroborate the findings of prior studies that have investigated the relationship between VCC and experience value, such as the studies by Tchorek et al. [59], Bu et al. [12], Rehman and Shafiq [49], Sommakettarin and Khamwon [55]. When customers actively engage in GVC, they are not merely consuming a service but are also participating in the process of shaping and enriching their own experiences. GVC renders the tourism experience more personalized, meaningful, and memorable. This deep involvement, achieved through the integration of personal knowledge and effort, enhances the perceived value of the entire experience. A high-value green tourism experience, being co-created and deeply personalized, generates strong positive emotions and lasting memories. According to SDL, these valuable experiences derived from GVC foster continuous resource integration and, consequently, build relationships with businesses. Customers will naturally desire to share these exceptional experiences, becoming brand advocates by recommending them to others, thereby reinforcing the value they have received and sustaining their relationship with the brand. GVC positively influences satisfaction, which in turn affects brand advocacy. When customers actively co-create, they can tailor the service to better align with their needs, preferences, and personal values. This finding lends further support to the existing literature, such as those by Woratschek et al. [67], Lee [34], which demonstrate a positive effect of participation in VCC on satisfaction. Cheung and To [18] further argued that when customers acquire new knowledge and skills through co-creation, it boosts their competence and self-esteem, which in turn fosters satisfaction. However, in this study, the role of VCC is specifically emphasized within green practices of businesses. GVC enables tourists to tailor their green tourism experiences to better align with their sustainable values and expectations. A customer's active involvement in the co-creation of green services increases the likelihood that the final service will align with or surpass their expectations, thereby fostering a greater sense of satisfaction. The research findings also indicate a positive effect of satisfaction on brand advocacy. According to SDL, satisfaction is a crucial driver for continuous resource integration and the establishment of sustained engagement. This outcome aligns with the conclusions of prior studies such as Sommakettarin and Khamwon [55], Bhati and Verma [9], Sride and Pounglek [57]. Customers satisfied with their green tourism experience are more likely to become advocates. They will share positive experiences, recommend brands to others, and protect businesses’ reputation, thereby maintaining and fostering their relationship with brands. The study provides evidence of positive relationships between GVC and brand advocacy, consistent with previous research by Chen et al. [16], Cermak et al. [13], Auh et al. [5]… SDL offers a robust framework for understanding that GVC in tourism is not merely an isolated activity but a profound customer resource integration process. This process generates initial positive impacts, such as enhanced perceived green empowerment, enriched experience value, and increased satisfaction. In turn, these positive perceptions and experiences motivate customers to become strong brand advocates, thereby strengthening the relationship between customers and tourism businesses. The moderating role of perceived greenwashing is specifically investigated within the green tourism context. Firstly, when customers perceive a high level of greenwashing, they become skeptical about the authenticity of businesses’ green efforts. Despite their potential engagement in GVC, this skepticism leads them to question businesses’ true motives and the actual efficacy of their own participation. Customers may perceive their involvement as merely contributing to the businesses’ green facade, rather than genuinely making a difference. This consequently diminishes the perceived green empowerment that GVC would otherwise foster. Secondly, while GVC enhances experience value by making the experience more meaningful and authentic, a high perception of greenwashing renders this green experience artificial or inauthentic. This perceived inauthenticity directly reduces the perceived value of the experience. Customers may feel deceived or manipulated. Such negative emotions attenuate any positive value they might have perceived from their participation. The experience no longer feels unique and meaningful as expected, potentially transforming into a disappointing one. Thirdly, even when customers have invested in GVC and experienced some positive aspects, the perception of greenwashing leads to disappointment and a loss of trust. The incongruence between businesses’ green claims and their perceived actual practices diminishes the satisfaction derived from GVC. Thus, the perception of greenwashing significantly weakens the positive link between GVC and beneficial customer outcomes. While GVC enhances perceived green empowerment, experience value, and satisfaction, the presence of perceived greenwashing erodes trust, fosters skepticism, and generates feelings of deception. This not only weakens but can also reverse the positive impacts of GVC, leading to negative outcomes for both customers and tourism brands. The research results of Senan et al. [53] demonstrated a positive direct impact of greenwashing on brand hate. 6 Conclusion and implications Our research demonstrates that GVC by tourists significantly affects customer perceived green empowerment, experience value, satisfaction and customer brand advocacy. Results of reliability analysis, EFA, CFA, SEM using survey data from 246 tourists of Vietnamese tourism businesses support our hypotheses. The study provides evidence supporting SET and SDL theories, proving the positive effect of GVC on perceived green empowerment, experience value, satisfaction and brand advocacy, and negative effects of moderator - perceived greenwashing - in relationships between GVC, perceived green empowerment, experience value and satisfaction. Implications for tourism businesses service providers (tourism businesses, hotels, tourism service providers, etc.) should focus on promoting GVC through the following implications. Businesses should facilitate information access and personalized services. They should provide comprehensive information to tourists about themselves and their services, products tailored to each customer group. Tourists must be given opportunities to share their ideas and designs. For example, tourism businesses should focus on online interaction between consultants and tourists through information channels, aiming to save tourists’ time. Managers need to focus on the readiness to participate component as it is a direct precursor to tourists’ co-creation activities. A few solutions could be: When introducing service packages, the details of the responsibilities and benefits of tourists need to be made clear. In addition, businesses need to disseminate a list of things that customers need to prepare for the service to be effective. Businesses need to create favorable conditions for tourists to give feedback through different information channels; create customer groups, community groups for customers to share and help each other; have many solutions for service errors. Businesses need to pay attention to the insights (hidden thoughts) of tourists in the present digital age, the change and boredom quickly make the decision to book services also change continuously. Greenwashing has a negative impact on relationships between GVC and customer perceptions/ behaviors. GVC is no longer meaningful and brings positive outcomes if customers find signs of greenwashing of businesses. Therefore, businesses need to avoid greenwashing by being aware of its negative impacts and adjusting their green activities and communications. Specifically, they should make accurate and truthful claims about green activities, avoid misleading information about green activities and the environmental attributes of products, and refrain from using misleading images. This study leaves gaps for future research. It was conducted with tourists of tourism businesses in Vietnam. Therefore, research is needed with businesses in other fields to provide further evidence to confirm the links between these factors. This research explores the GVC-outcome relationship from the customer perspective, thus, in the future, studies can analyze the factors affecting customers’ GVC and the impact of GVC on business performance. Declarations Ethics approval The study was conducted in compliance with the standards of the Scientific Council, the Ethics Review Board of the University of Commerce. The research protocol was reviewed and approved by the Ethics Review Board (ERB) of the University of Commerce, dated November, 5th 2025. All procedures involving human participants were performed in compliance with the institutional and national research committee guidelines. Consent to publication Not applicable. Consent to participate Consent to participate All participants were informed about the objectives and procedures of this study and voluntarily provided their informed consent prior to participation. Participation was optional, and confidentiality and anonymity of responses were maintained. Clinical trial registration details Not applicable. Competing interest The authors declare no competing interests. Funding This research is funded by Thuongmai University, Hanoi, Vietnam. Author Contribution Ngan Thi Huyen Nguyen: Conceptualization, formal analysis, methodology, supervision, writing - original draft, writing-review and editing. Hanh Hong Duong: Data curation, investigation, methodology, supervision, writing-review and editing. Hang Thi Bich Tran: Data curation, investigation, validation, writing-review and editing. Nhung Thi Hong Duong: Conceptualization, formal analysis, investigation and writing-original draft. Data Availability Data is available on reasonable request. References Ahmadi, A., & Ataei, A. (2024). Emotional attachment: a bridge between brand reputation and brand advocacy. Asia-Pacific Journal of Business Administration, 16 (1), 1-20. Alshibly, H., & Chiong, R. (2015). Customer empowerment: Does it influence electronic government success? A citizen-centric perspective. Electronic Commerce Research and Applications, 14 (6), 393-404. Antón, C., Camarero, C., & Garrido, M.-J. (2018). Exploring the experience value of museum visitors as a co-creation process. Current Issues in Tourism, 21 (12), 1406-1425. Assiouras, I., Skourtis, G., Giannopoulos, A., Buhalis, D., & Koniordos, M. (2019). Value co-creation and customer citizenship behavior. Annals of tourism Research, 78 , 102742. Auh, S., Menguc, B., Katsikeas, C. S., & Jung, Y. S. (2019). When does customer participation matter? An empirical investigation of the role of customer empowerment in the customer participation–performance link. Journal of marketing research, 56 (6), 1012-1033. Barnes, S. J., & Vidgen, R. T. (2014). Technology socialness and Web site satisfaction. Technological Forecasting and Social Change, 89 , 12-25. Baumgartner, H., & Homburg, C. (1996). Applications of structural equation modeling in marketing and consumer research: A review. International journal of research in marketing, 13 (2), 139-161. Bendapudi, N., & Leone, R. P. (2003). Psychological implications of customer participation in co-production. Journal of marketing, 67 (1), 14-28. Bhati, R., & Verma, H. V. (2020). Antecedents of customer brand advocacy: a meta-analysis of the empirical evidence. Journal of Research in Interactive Marketing, 14 (2), 153-172. Bilro, R. G., & Loureiro, S. M. C. (2023). I am feeling so good! Motivations for interacting in online brand communities. Journal of Research in Interactive Marketing, 17 (1), 61-77. Bitner, M. J. a. H., A.R. (1994). Encounter satisfaction versus overall satisfaction versus quality. Service Quality: New Directions in Theory and Practice , 72-94. Bu, Q., Jin, Y., & Li, Z. (2020). How does a customer prefer community or brand? The impacts of customer experience on customer loyalty based on the perspective of value co-creation. Journal of Contemporary Marketing Science, 3 (3), 281-302. Cermak, D. S., File, K. M., & Prince, R. A. (1994). Customer participation in service specification and delivery. Journal of applied business research, 10 (2), 90. Chan, K. W., Yim, C. K., & Lam, S. S. (2010). Is customer participation in value creation a double-edged sword? Evidence from professional financial services across cultures. Journal of marketing, 74 (3), 48-64. Chathoth, P., Altinay, L., Harrington, R. J., Okumus, F., & Chan, E. S. (2013). Co-production versus co-creation: A process based continuum in the hotel service context. International Journal of Hospitality Management, 32 , 11-20. Chen, S. C., Raab, C., & Tanford, S. (2015). Antecedents of mandatory customer participation in service encounters: An empirical study. International Journal of Hospitality Management, 46 , 65-75. Cheng, H., Liu, Q., & Bi, J.-W. (2021). Perceived crowding and festival experience: The moderating effect of visitor-to-visitor interaction. Tourism Management Perspectives, 40 , 100888. Cheung, F. Y. M., & To, W. M. (2016). A customer-dominant logic on service recovery and customer satisfaction. Management Decision, 54 (10), 2524-2543. doi:10.1108/MD-03-2016-0165 Delmas, M. A., & Burbano, V. C. (2011). The drivers of greenwashing. California management review, 54 (1), 64-87. Dong, B., & Sivakumar, K. (2017). Customer participation in services: domain, scope, and boundaries. Journal of the Academy of Marketing Science, 45 (6), 944-965. East, R., Hammond, K., & Lomax, W. (2008). Measuring the impact of positive and negative word of mouth on brand purchase probability. International journal of research in marketing, 25 (3), 215-224. Füller, J., & Bilgram, V. (2017). The moderating effect of personal features on the consequences of an enjoyable co-creation experience. Journal of Product & Brand Management, 26 (4), 386-401. Füller, J., Mühlbacher, H., Matzler, K., & Jawecki, G. (2009). Consumer empowerment through internet-based co-creation. Journal of management information systems, 26 (3), 71-102. Guo, Y., Wang, L., & Yang, Q. (2020). Do corporate environmental ethics influence firms’ green practice? The mediating role of green innovation and the moderating role of personal ties. Journal of Cleaner Production, 266 , 122054. doi:10.1016/j.jclepro.2020.122054 Hair, J. F. (2009). Multivariate data analysis (7th ed.). Pearson. Han, X., Fang, S., Xie, L., & Yang, J. (2019). Service fairness and customer satisfaction: Mediating role of customer psychological empowerment. Journal of Contemporary Marketing Science, 2 (1), 50-62. Harrigan, P., Roy, S. K., & Chen, T. (2021). Do value cocreation and engagement drive brand evangelism? Marketing Intelligence & Planning, 39 (3), 345-360. Hennig‐Thurau, T. (2004). Customer orientation of service employees: Its impact on customer satisfaction, commitment, and retention. International journal of service industry management, 15 (5), 460-478. Hoyer, W. D., Chandy, R., Dorotic, M., Krafft, M., & Singh, S. S. (2010). Consumer cocreation in new product development. Journal of Service Research, 13 (3), 283-296. Ioannou, I., Kassinis, G., & Papagiannakis, G. (2023). The impact of perceived greenwashing on customer satisfaction and the contingent role of capability reputation. Journal of Business Ethics, 185 (2), 333-347. Jillapalli, R. K., & Wilcox, J. B. (2010). Professor brand advocacy: do brand relationships matter? Journal of Marketing Education, 32 (3), 328-340. Khamwon, A., & Masri, P. (2020). Brand experience, brand love, and brand advocacy: A case of premium smartphone. International Journal of Technology Management and Information System, 2 (3), 21-26. Laud, G., & Karpen, I. O. (2017). Value co-creation behaviour–role of embeddedness and outcome considerations. Journal of Service Theory and Practice, 27 (4), 778-807. doi:10.1108/JSTP-04-2016-0069 Lee, D. (2018). Strategies for technology-driven service encounters for patient experience satisfaction in hospitals. Technological forecasting and social change, 137 , 118-127. Lusch, R. F., & Vargo, S. L. (2006). Service-dominant logic: reactions, reflections and refinements. Marketing theory, 6 (3), 281-288. Lyon, T. P., & Maxwell, J. W. (2011). Greenwash: Corporate environmental disclosure under threat of audit. Journal of economics & management strategy, 20 (1), 3-41. Lyu, J., Cao, K., & Yang, S. (2022). The impact of value co-creation behavior on customers’ experiences with and loyalty to P2P accommodations. Frontiers in Psychology, 13 , 988318. Melancon, J. P., Noble, S. M., & Noble, C. H. (2011). Managing rewards to enhance relational worth. Journal of the Academy of Marketing Science, 39 (3), 341-362. Merlo, O., Eisingerich, A. B., & Auh, S. (2013). Why customer participation matters. MIT Sloan Management Review . Nadeem, W., Tan, T. M., Tajvidi, M., & Hajli, N. (2021). How do experiences enhance brand relationship performance and value co-creation in social commerce? The role of consumer engagement and self brand-connection. Technological Forecasting and Social Change, 171 , 120952. Normann, R., & Ramirez, R. (1993). From value chain to value constellation: Designing interactive strategy. Harvard business review, 71 (4), 65-77. Nyilasy, G., Gangadharbatla, H., & Paladino, A. (2014). Perceived greenwashing: The interactive effects of green advertising and corporate environmental performance on consumer reactions. Journal of Business Ethics, 125 (4), 693-707. Opata, C. N., Xiao, W., Nusenu, A. A., Tetteh, S., & Asante Boadi, E. (2021). The impact of value co-creation on satisfaction and loyalty: The moderating effect of price fairness (empirical study of automobile customers in Ghana). Total Quality Management & Business Excellence, 32 (11-12), 1167-1181. Parguel, B., Benoit-Moreau, F., & Russell, C. A. (2015). Can evoking nature in advertising mislead consumers? The power of ‘executional greenwashing'. International Journal of Advertising, 34 (1), 107-134. Payne, A. F., Storbacka, K., & Frow, P. (2008). Managing the co-creation of value. Journal of the Academy of Marketing Science, 36 , 83-96. Prahalad, C. K., & Ramaswamy, V. (2004). Co‐creating unique value with customers. Strategy & leadership, 32 (3), 4-9. Prebensen, N. K., Kim, H., & Uysal, M. (2016). Cocreation as moderator between the experience value and satisfaction relationship. Journal of Travel Research, 55 (7), 934-945. Ramani, G., & Kumar, V. (2008). Interaction orientation and firm performance. Journal of marketing, 72 (1), 27-45. Rehman, S. U., & Shafiq, M. (2019). Role of brand experience in building brand loyalty: mediating role of brand trust and brand commitment. South Asian Review of Business and Administrative Studies (SABAS), 1 (1), 41-56. Reid, M. (2003). IMC–performance relationship: further insight and evidence from the Australian marketplace. International Journal of Advertising, 22 (2), 227-248. Rini, E., & Sembiring, B. (2022). The effect of customer engagement and brand advocacy on brand value co-creation. Paper presented at the 19th International Symposium on Management (INSYMA 2022). Schultz, D. E., & Bailey, S. E. (2000). Customer/brand loyalty in an interactive marketplace. Journal of Advertising Research, 40 (3), 1-12. Senan, N. A. M., Al-Kahtani, S. M., Alanazi, I. D., AbdAlatti, A., Alshadadi, M. A., Alhebri, A., & Mohammad, R. A. (2025). Unveiling the linkages between greenwashing, brand hate, and negative consumer behavior: the moderating effect of environmental concern. Discover Sustainability, 6 (1), 446. Solakis, K., Katsoni, V., Mahmoud, A. B., & Grigoriou, N. (2022). Factors affecting value co-creation through artificial intelligence in tourism: A general literature review. Journal of Tourism Futures . Sommakettarin, A., & Khamwon, A. (2020). Service quality, customer experience quality, customer satisfaction and brand advocacy. International Journal of Business and Economy, 2 (3), 31-37. Speer, P. W., Peterson, N. A., Armstead, T. L., & Allen, C. T. (2013). The influence of participation, gender and organizational sense of community on psychological empowerment: The moderating effects of income. American journal of community psychology, 51 (1), 103-113. Sride, P., & Pounglek, W. (2025). The Influence of Service Quality, Brand Trust, and Customer Satisfaction Affecting Brand Advocacy of Government Hospitals in Bangkok. Journal of Business, Innovation and Sustainability (JBIS), 20 (2). Tabachnick, B. G., Fidell, L. S., & Ullman, J. B. (2007). Using multivariate statistics (Vol. 5): Pearson Boston, MA. Tchorek, G., Brzozowski, M., Dziewanowska, K., Allen, A., Kozioł, W., Kurtyka, M., & Targowski, F. (2020). Social capital and value co-creation: the case of a polish car sharing company. Sustainability, 12 (11), 4713. Vargo, S. L., & Lusch, R. F. (2004). Evolving to a new dominant logic for marketing. Journal of marketing, 68 (1), 1-17. Vargo, S. L., & Lusch, R. F. (2016). Institutions and axioms: an extension and update of service-dominant logic. Journal of the Academy of Marketing Science, 44 , 5-23. Varshneya, G., & Das, G. (2017). Experiential value: Multi-item scale development and validation. Journal of Retailing and Consumer Services, 34 , 48-57. Verhoef, P. C., Lemon, K. N., Parasuraman, A., Roggeveen, A., Tsiros, M., & Schlesinger, L. A. (2009). Customer experience creation: Determinants, dynamics and management strategies. Journal of retailing, 85 (1), 31-41. Wagner, T., Lutz, R. J., & Weitz, B. A. (2009). Corporate hypocrisy: Overcoming the threat of inconsistent corporate social responsibility perceptions. Journal of marketing, 73 (6), 77-91. Walz, A. M., & Celuch, K. G. (2010). The effect of retailer communication on customer advocacy: The moderating role of trust. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 23 , 95-110. Wilk, V., Soutar, G. N., & Harrigan, P. (2020). Online brand advocacy (OBA): the development of a multiple item scale. Journal of Product & Brand Management, 29 (4), 415-429. Woratschek, H., Horbel, C., & Popp, B. (2020). Determining customer satisfaction and loyalty from a value co-creation perspective. The Service Industries Journal, 40 (11-12), 777-799. Xie, L., Li, D., & Keh, H. T. (2020). Customer participation and well-being: the roles of service experience, customer empowerment and social support. Journal of Service Theory and Practice, 30 (6), 557-584. Yi, Y., & Gong, T. (2013). Customer value co-creation behavior: Scale development and validation. Journal of Business Research, 66 (9), 1279-1284. doi:10.1016/j.jbusres.2012.02.026 Zhang, Y., Liu, Y., & Tao, W. (2022). The Influence of Tourists’ Online Value Co-creation Behavior on Consumer-Brand Relationship Quality: The Moderating Effect of Altruism. Frontiers in Psychology, 13 , 950546. Zimmerman, M. A., & Rappaport, J. (1988). Citizen participation, perceived control, and psychological empowerment. American journal of community psychology, 16 (5), 725-750. Additional Declarations No competing interests reported. Cite Share Download PDF Status: Posted Version 1 posted You are reading this latest preprint version Research Square lets you share your work early, gain feedback from the community, and start making changes to your manuscript prior to peer review in a journal. As a division of Research Square Company, we’re committed to making research communication faster, fairer, and more useful. We do this by developing innovative software and high quality services for the global research community. Our growing team is made up of researchers and industry professionals working together to solve the most critical problems facing scientific publishing. Also discoverable on Platform About Our Team In Review Editorial Policies Advisory Board Help Center Resources Author Services Accessibility API Access RSS feed Manage Cookie Preferences © Research Square 2026 | ISSN 2693-5015 (online) Privacy Policy Terms of Service Do Not Sell My Personal Information {"props":{"pageProps":{"initialData":{"identity":"rs-7840000","acceptedTermsAndConditions":true,"allowDirectSubmit":true,"archivedVersions":[],"articleType":"Research Article","associatedPublications":[],"authors":[{"id":552169393,"identity":"c513bb1e-aacf-4701-bca0-f87d0aa321c2","order_by":0,"name":"Ngan Thi Huyen Nguyen","email":"","orcid":"","institution":"Thuongmai University","correspondingAuthor":false,"prefix":"","firstName":"Ngan","middleName":"Thi Huyen","lastName":"Nguyen","suffix":""},{"id":552169394,"identity":"98aed82e-1ecf-49e0-a2f4-634bb616f608","order_by":1,"name":"Hanh Hong Duong","email":"data:image/png;base64,iVBORw0KGgoAAAANSUhEUgAAAZAAAAAyAQMAAABI0h/eAAAABlBMVEX///8AAABVwtN+AAAACXBIWXMAAA7EAAAOxAGVKw4bAAAAwElEQVRIiWNgGAWjYBACAwYGNiA6wMMP4TMTr0VGso1ULTYGx4jVYs5+9tgDhrI7PMb3u9MkGCqsExskcg/g1WLZk5duwHDuGY/ZMd5tEgxn0oFa8hLwO+xAjpkEY9thiBYgI7GB54wBfi3n30C0GLeBtPwjRssNqC0GbCAtDUAt7D2EtABtSTh3mEfiWO5mi4Rj6cZtBLWcB9ryoeywPX/z2Y03PtRYy/Yz8+DXAgYJyAw2wupHwSgYBaNgFBACADkTQiyleeGgAAAAAElFTkSuQmCC","orcid":"","institution":"Thuongmai University","correspondingAuthor":true,"prefix":"","firstName":"Hanh","middleName":"Hong","lastName":"Duong","suffix":""},{"id":552169395,"identity":"59914d63-6cf2-415d-80f4-132066793ba7","order_by":2,"name":"Hang Thi Bich Tran","email":"","orcid":"","institution":"Thuongmai University","correspondingAuthor":false,"prefix":"","firstName":"Hang","middleName":"Thi Bich","lastName":"Tran","suffix":""},{"id":552169396,"identity":"21b29ff7-b7e4-4551-910d-9081ec2e3945","order_by":3,"name":"Nhung Thi Hong Duong","email":"","orcid":"","institution":"Thuongmai University","correspondingAuthor":false,"prefix":"","firstName":"Nhung","middleName":"Thi Hong","lastName":"Duong","suffix":""}],"badges":[],"createdAt":"2025-10-12 10:23:18","currentVersionCode":1,"declarations":"","doi":"10.21203/rs.3.rs-7840000/v1","doiUrl":"https://doi.org/10.21203/rs.3.rs-7840000/v1","draftVersion":[],"editorialEvents":[],"editorialNote":"","failedWorkflow":false,"files":[{"id":97113981,"identity":"df99adc7-7dfa-472f-a4f6-5bbdc3acfb40","added_by":"auto","created_at":"2025-12-01 06:56:31","extension":"docx","order_by":0,"title":"","display":"","copyAsset":false,"role":"acdc-reference","size":147212,"visible":true,"origin":"","legend":"","description":"","filename":"HowgreenvaluecocreationandperceivedgreenwashingaffectcustomerbrandadvocacyintheVietnamstourismindustry.docx","url":"https://assets-eu.researchsquare.com/files/rs-7840000/v1/0a37f61757e0deeffe61385d.docx"},{"id":97141807,"identity":"def86f40-7102-4398-80de-2e56e981f15e","added_by":"auto","created_at":"2025-12-01 10:07:03","extension":"json","order_by":1,"title":"","display":"","copyAsset":false,"role":"acdc-reference","size":5859,"visible":true,"origin":"","legend":"","description":"","filename":"5f93033bc59e42dabe475bd9302abbc3.json","url":"https://assets-eu.researchsquare.com/files/rs-7840000/v1/7efd1c388644cded3a1dc69b.json"},{"id":97141358,"identity":"738b0ebc-f98a-4346-8b8f-1b2e1c58c204","added_by":"auto","created_at":"2025-12-01 10:06:37","extension":"xml","order_by":2,"title":"","display":"","copyAsset":false,"role":"acdc-reference","size":163966,"visible":true,"origin":"","legend":"","description":"","filename":"5f93033bc59e42dabe475bd9302abbc31enriched.xml","url":"https://assets-eu.researchsquare.com/files/rs-7840000/v1/fd1e6a87bffca203fbcdcbc1.xml"},{"id":97113980,"identity":"8dcbc514-dfd4-4906-a056-7abc4d2ad55f","added_by":"auto","created_at":"2025-12-01 06:56:31","extension":"jpeg","order_by":3,"title":"","display":"","copyAsset":false,"role":"acdc-reference","size":37320,"visible":true,"origin":"","legend":"","description":"","filename":"groupimage1.jpeg","url":"https://assets-eu.researchsquare.com/files/rs-7840000/v1/bcab55e12e3a19ea652c746a.jpeg"},{"id":97140916,"identity":"87a302a6-c5d6-4ae8-b670-4b160b5aa8b5","added_by":"auto","created_at":"2025-12-01 10:05:56","extension":"jpeg","order_by":4,"title":"","display":"","copyAsset":false,"role":"acdc-reference","size":38817,"visible":true,"origin":"","legend":"","description":"","filename":"groupimage2.jpeg","url":"https://assets-eu.researchsquare.com/files/rs-7840000/v1/268b3259619362c31ac2896e.jpeg"},{"id":97113979,"identity":"d5fb1a8d-bc48-49a9-a5eb-9e7564061716","added_by":"auto","created_at":"2025-12-01 06:56:31","extension":"png","order_by":5,"title":"","display":"","copyAsset":false,"role":"acdc-reference","size":20907,"visible":true,"origin":"","legend":"","description":"","filename":"Onlinegroupimage1.png","url":"https://assets-eu.researchsquare.com/files/rs-7840000/v1/69edf8b960872520b1217f2a.png"},{"id":97113983,"identity":"2822d977-2f2c-4438-a8dc-be41d06fa7fd","added_by":"auto","created_at":"2025-12-01 06:56:31","extension":"png","order_by":6,"title":"","display":"","copyAsset":false,"role":"acdc-reference","size":21881,"visible":true,"origin":"","legend":"","description":"","filename":"Onlinegroupimage2.png","url":"https://assets-eu.researchsquare.com/files/rs-7840000/v1/b032e69abece3201ed2d95e1.png"},{"id":97113985,"identity":"9c519aa9-472c-42b3-97da-f58d68584d44","added_by":"auto","created_at":"2025-12-01 06:56:31","extension":"xml","order_by":7,"title":"","display":"","copyAsset":false,"role":"acdc-reference","size":153155,"visible":true,"origin":"","legend":"","description":"","filename":"5f93033bc59e42dabe475bd9302abbc31structuring.xml","url":"https://assets-eu.researchsquare.com/files/rs-7840000/v1/61eb8800adddd4e912eb24fc.xml"},{"id":97140585,"identity":"ef3d478b-7673-4958-b7c7-b418cf0664dc","added_by":"auto","created_at":"2025-12-01 10:05:20","extension":"html","order_by":8,"title":"","display":"","copyAsset":false,"role":"acdc-reference","size":173717,"visible":true,"origin":"","legend":"","description":"","filename":"earlyproof.html","url":"https://assets-eu.researchsquare.com/files/rs-7840000/v1/8fd1c399300d09d8d237095f.html"},{"id":97141636,"identity":"8fe7bde7-5de9-4d32-8472-4f7f0ed8dbe2","added_by":"auto","created_at":"2025-12-01 10:06:51","extension":"jpg","order_by":1,"title":"Figure 1","display":"","copyAsset":false,"role":"figure","size":111051,"visible":true,"origin":"","legend":"\u003cp\u003eThe proposed conceptual model\u003c/p\u003e","description":"","filename":"1.jpg","url":"https://assets-eu.researchsquare.com/files/rs-7840000/v1/a9f69dbc5c454c7da81f2872.jpg"},{"id":97113976,"identity":"f27d775d-39d6-4957-a69a-587e3f22f8a4","added_by":"auto","created_at":"2025-12-01 06:56:31","extension":"jpg","order_by":2,"title":"Figure 2","display":"","copyAsset":false,"role":"figure","size":107107,"visible":true,"origin":"","legend":"\u003cp\u003eStructural model analysis results\u003c/p\u003e","description":"","filename":"2.jpg","url":"https://assets-eu.researchsquare.com/files/rs-7840000/v1/2b0469dea6096487dcf360f3.jpg"},{"id":102904812,"identity":"5a2f2a3b-c21d-4958-a4e0-76b3f9e39bf2","added_by":"auto","created_at":"2026-02-18 08:57:48","extension":"pdf","order_by":0,"title":"","display":"","copyAsset":false,"role":"manuscript-pdf","size":1219583,"visible":true,"origin":"","legend":"","description":"","filename":"manuscript.pdf","url":"https://assets-eu.researchsquare.com/files/rs-7840000/v1/0dcf8b92-5258-47c7-abaa-cc99c5023292.pdf"}],"financialInterests":"No competing interests reported.","formattedTitle":"\u003cp\u003eHow Green Value Co – Creation and Perceived Greenwashing Affect Customer Brand Advocacy in the Vietnam’s Tourism Industry\u003c/p\u003e","fulltext":[{"header":"1 Introduction","content":"\u003cp\u003eSince the first introduction by Normann and Ramirez [41], value co-creation (VCC) has received considerable attention from researchers and managers. VCC is the collaboration between customers and businesses in product development [29], or customizing a product through close collaboration with the customer [15]. Researchers agree that VCC represents the cooperative generation of value between customers and businesses. Within the service industry, Vargo and Lusch [60] proposed the Service-Dominant Logic (SDL) - the conceptual model designed to enhance understanding of how value is jointly created through services. SDL rests on the idea that service and engagement between both businesses and their customers form the basis for value realization, emphasizing cooperation, mutual assistance, and balanced exchange at every phase of the value creation journey [60]. According to SDL, clients act as active contributors, taking part in the value process and influencing the firm\u0026rsquo;s resource utilization [54]. VCC supports better identification of customer needs, fosters strong customer relationships, and generates income growth [22; 35; 45]. Specifically, in the tourism industry, co-creation is increasingly significant as tourists actively engage in service delivery beyond mere sightseeing. There is a growing trend of tourists seeking direct participation in destination activities, thus acting as creators of the value experience [3].\u003c/p\u003e\u003cp\u003eBesides its significant economic contributions, tourism has had major impacts on the global and Vietnamese environment, posing great challenges for countries in realizing the Sustainable Development Goals (SDGs). The green trend is prominent in the tourism industry, driven by increasing awareness of its environmental impact. Tourism\u0026rsquo;s GHG emissions were 8%-11% of global emissions in 2019 (World Travel \u0026amp; Tourism Council, 2021). By 2021, this equated to 363\u0026nbsp;million tons of CO\u003csub\u003e2\u003c/sub\u003e (Circular Ecology, 2022), and Deloitte estimated the sector\u0026rsquo;s carbon footprint at 3% of global emissions in 2022. Hotels emit approximately 0.2 tons/m\u003csup\u003e2\u003c/sup\u003e of carbon during operation. Beyond carbon, hotels also consume vast amounts of water, with 1,500 liters/ room daily (Sustainable Hospitality Alliance, 2018), the water consumption stood at 0.3m\u003csup\u003e3\u003c/sup\u003e per guest night in 2023 (Sustainability Report, 2024). Hotels also generate substantial waste, with 289,700 tons annually and significant single-use plastic consumption (The Waste and Resources Action Programme). An improved economic landscape often leads to heightened customer awareness regarding health and ecological concerns, consequently driving increased engagement with green consumption. In Vietnam, empirical evidence from the survey (\"Brand strategy associated with green development\" Workshop, the Ministry of Industry and Trade) demonstrated that more than 80% of customers were willing to incur higher costs for green products. Moreover, 62% of respondents stated that their purchasing choices were swayed by a company's dedication to environmental stewardship. Consistent with these findings, the Ministry of Industry and Trade has reported that the green products demand had expanded by 15% each year.\u003c/p\u003e\u003cp\u003eIn the context of increasingly urgent environmental issues and increasing customer awareness of sustainability, businesses are forced to switch to green models. Globally, hotels are adopting green initiatives. The Green Lodging trends report (2022) found that over 90% reuse linens, 80% reduce energy, 70% involve guests, and 60% implement comprehensive sustainability plans. In Vietnam, 41 hotels hold ASEAN Green Hotel certification, and many hotels achieved the Green Lotus Label (according to Vietnam National Administration of Tourism). However, along with green practices, the phenomenon of greenwashing in this industry is also becoming more common as businesses communicate more than they do for the environment, even hiding their harmful environmental practices while still claiming to be green.\u003c/p\u003e\u003cp\u003eFrom the perspective of SDL, value is not an output solely generated by businesses and delivered to passive customers, it emerges from the collaborative interaction between businesses and their customers. Therefore, is green practice alone sufficient to create value without customer participation? How do customers\u0026rsquo; perceptions of greenwashing influence relationships between green VCC (GVC) and their perceived green empowerment, experience value, satisfaction, brand advocacy? This study is conducted to address this issue, based on a literature review on GVC and links between GVC, perceived green empowerment, experience value, satisfaction and brand advocacy, the moderating role of perceived greenwashing; investigating and analyzing the research of 246 customers of tourism businesses in Vietnam; and drawing discussions and implications for managers.\u003c/p\u003e"},{"header":"2 Literature review and research hypotheses development","content":"\u003cdiv id=\"Sec3\" class=\"Section2\"\u003e\u003ch2\u003e2.1 Green value co-creation behavior\u003c/h2\u003e\u003cp\u003eBased on the view that value creation was created through the interaction between businesses and customers, Normann and Ramirez [41] proposed the concept of VCC. Co-creation took place when businesses establish platforms for experience which characterized by open dialogue and readily available information, enable customers to participate in experiences that were precisely aligned with their specific requirements and engagement preferences [46]. In the service sector, VCC is more clearly recognized through SDL when engagement is considered the foundation for realizing value for businesses and customers. Based on SDL, Vargo and Lusch [61] argued that customer was an active resource involved in the value creation process; there is collaboration and mutual support between businesses and customers at all stages of this process. Payne et al. [45] asserted that VCC was a process of exchanging resources and creating value together. Consistent with related perspectives, Lyu et al. [37] highlighted VCC is a mechanism through which customers create value, this process is realized via their interaction within the experience setting by integrating the businesses\u0026rsquo; resources with their individual resources.\u003c/p\u003e\u003cp\u003eVCC is a key force shaping the modern tourism experience as tourist participation is a prerequisite for the service to be delivered. Prebensen et al. [47] described VCC as tourists\u0026rsquo; interest in participating both mentally and physically in tourism activities. Instead of passively sightseeing, tourists want to participate in experiential activities, they want to do more than just see [4].\u003c/p\u003e\u003cp\u003eGVC is developed based on the concept of VCC. The process involves the exchange of environmental concerns between customers and businesses, customers\u0026rsquo; participation can be at the production or consumption stage [24]. GVC can be measured, describing how customers perform behavior as co-creators [33]. According to Yi and Gong [69], GVC is expressed through five factors, including: \u0026ldquo;Information seeking\u0026rdquo; provides ways for customers to take on a role as co-creators of value in the service delivery process; \u0026ldquo;information sharing\u0026rdquo; helps service providers complete their tasks; \u0026ldquo;responsible behavior\u0026rdquo; is cooperation and following instructions and rules during service use to successfully implement VCC; \u0026ldquo;feedback\u0026rdquo; is information and suggestions which are provided by customers to improve services; and \u0026ldquo;helping\u0026rdquo; represents customers helping other customers.\u003c/p\u003e\u003c/div\u003e\u003cdiv id=\"Sec4\" class=\"Section2\"\u003e\u003ch2\u003e2.2 Perceived green empowerment\u003c/h2\u003e\u003cp\u003eCustomer empowerment refers to the extent to which businesses enables customers to engage actively with them, influencing transactions and collaborating by sharing feedback, ideas, praise, and criticism regarding the company's products, services, and policies [48]. It encompasses customers having choices, control over the type of interactions, and the ability to influence decisions [2]. To empower customers, businesses create environments where customers can regularly exchange information, take part in service design, and interact with servers during service delivery [68].\u003c/p\u003e\u003cp\u003eAccording to Han et al. [26], customer empowerment involves the feeling of control that customers have during the service encounter. This empowerment reflects customers\u0026rsquo; belief that their involvement is valued by businesses and positively impacts service development. Customers feel that businesses care for, appreciate, and respect their opinions and see their participation as making a meaningful difference and bringing benefits to businesses [5]. Hence, in this study, perceived empowerment in the context of green tourism reflects customers\u0026rsquo; perceptions of the positive impact as well as the businesses\u0026rsquo; respect and concern for customers participation in the businesses\u0026rsquo; green activities. Auh et al. [5] assumed that perceived green empowerment is expressed as customers well aware of the positive impact of their participation; businesses care about their participation; their participation is very important; businesses appreciate their participation; businesses value their participation in the service process.\u003c/p\u003e\u003c/div\u003e\u003cdiv id=\"Sec5\" class=\"Section2\"\u003e\u003ch2\u003e2.3 Experience Value\u003c/h2\u003e\u003cp\u003eCustomer experience is the collection of interactions which requires customers involvement and generates responses [63]. Value is created during that experience. Nadeem et al. [40] argued that experience value was the perceived or actual effectiveness of a product stemming from interactions, which can hinder or accelerate the achievement of customer objectives. Research in the tourism industry, Zhang et al. [70] argued that experience value was experiences and emotions that tourists had when interacting with stakeholders in tourism activities.\u003c/p\u003e\u003cp\u003eExperience value is a subjective feeling of customers, created through interaction [17] throughout the entire tourism process. According to Varshneya and Das [62], experience value includes: \u0026ldquo;Cognitive value\u0026rdquo;, \u0026ldquo;hedonic value\u0026rdquo;, \u0026ldquo;social value\u0026rdquo;, and \u0026ldquo;ethical value\u0026rdquo;.\u003c/p\u003e\u003c/div\u003e\u003cdiv id=\"Sec6\" class=\"Section2\"\u003e\u003ch2\u003e2.4 Satisfaction\u003c/h2\u003e\u003cp\u003eResearch on customer satisfaction consistently indicates that it is the feeling of satisfaction which customers achieve when their evaluation after consumption meets or exceeds their expectations. Satisfaction is feelings of customers toward brands based on contact and use of their products [11]. Customer satisfaction is measured through customer perceptions, as satisfaction depends on how well the service experience meets their expectations [50].\u003c/p\u003e\u003cp\u003eAccording to Hennig-Thurau [28], satisfaction is expressed that customers are fully satisfied with the business, their expectations are met, they have never been disappointed with the business, their experiences with the business are great, the business is a good one to have experience of its service\u003c/p\u003e\u003c/div\u003e\u003cdiv id=\"Sec7\" class=\"Section2\"\u003e\u003ch2\u003e2.5 Brand advocacy\u003c/h2\u003e\u003cp\u003eBrand advocacy has been described by some researchers as similar to word-of-mouth recommendations given by customers who have experienced services. [21]. When customer form a strong connection with a brand, this often leads to brand advocacy, where they actively share positive feedback about the brand [51]. Fundamentally, brand advocacy manifests when customers communicate favorable opinions about a brand and what it provides [32]. Brand advocacy is demonstrated through customers writing positive comments, referring new customers, and creating content to promote the brand [1].\u003c/p\u003e\u003cp\u003eHowever, word of mouth alone is not enough. Brand advocacy involves active engagement, requiring customers to put significant effort into promoting the brand [31]. It serves as a critical indicator of the strength of the relationship between customers and brand, advocates are willing to defend brand against negative information [65]. Such advocates demonstrate a high level of commitment. In some cases, they even confront members of competing brand communities [52].\u003c/p\u003e\u003cp\u003eSride and Pounglek [57] argued brand advocacy reflects behaviors rooted in strong emotional engagement and loyalty, manifested through recommending, defending, or actively promoting the brand. Wilk et al. [66] also agreed with this point of view and said that brand advocated communicated positively about the brand, encouraged others to try it, and stood up for it when it faced criticism. Melancon et al. [38] identified key measures of brand advocacy: intentions to recommend, positive speech, and defend the brand from negative comments.\u003c/p\u003e\u003c/div\u003e\u003cdiv id=\"Sec8\" class=\"Section2\"\u003e\u003ch2\u003e2.6 Relationships between green value co-creation, perceived green empowerment, experience value, satisfaction and brand advocacy\u003c/h2\u003e\u003cp\u003eThe effect of GVC on perceived green empowerment, experience value, satisfaction and brand advocacy is proposed based on SDL. SDL suggests that businesses can not provide value to customers unless customers actively participate in cocreating value [60]. Value is always created together with customers during use through the integration of their resources. According to SDL, when customers actively participate in the creative process, they integrate their resources to shape the experience and outcome achieved from that experience. It directly leads to improving the customers perceived values, thereby building positive relationships with businesses\u0026rsquo; brand. Many studies have also shown positive relationships between co-creation behavior, perceived green empowerment, experience value, satisfaction and brand advocacy. Participation is found to enhance an individual\u0026rsquo;s sense of empowerment [56]. This effect is largely attributed to the belief among participants that their input will be acknowledged and valued, thereby strengthening their perception of being empowered [71]. Based on SDL, when customers engage in GVC, they integrate their resources into sustainable activities. This proactive role can directly generate a sense of control, competence, and impact on green outcomes, thereby enhancing their sense of green empowerment. In the context of green tourism, the above theoretical reasoning suggests hypothesis:\u003c/p\u003e\u003cp\u003e\u003cb\u003eH\u003c/b\u003e\u003csub\u003e\u003cb\u003e1\u003c/b\u003e\u003c/sub\u003e GVC is positively associated with perceived green empowerment.\u003c/p\u003e\u003cp\u003eParticipation positively influences both service quality and creation of experiences for the customer [13]. According to Tchorek et al. [59], a positive link exists between VCC and brand experience. Bu et al. [12] also argued that since customers are central to the VCC process, it directly influences their experience value. Based on SDL, GVC enables customers to integrate personal resources into sustainable tourism experiences. This active participation can make the experience more personalized, meaningful, and memorable, directly enhancing their experience value. Thus, we hypothesize:\u003c/p\u003e\u003cp\u003e\u003cb\u003eH\u003c/b\u003e\u003csub\u003e\u003cb\u003e2\u003c/b\u003e\u003c/sub\u003e GVC is positively associated with experience value.\u003c/p\u003e\u003cp\u003eCustomer satisfaction is widely recognized as the most frequently examined customer participation [20]. Empirical findings, such as those by Chan et al. [14] consistently illustrate that active customer participation positively influences their satisfaction levels. Studies on sporting events, Woratschek et al. [67] shown that VCC improves customer satisfaction. Barnes and Vidgen [6] researched on online VCC behavior found that effective communication and interaction between users is positively associated with customer satisfaction. Lee [34] also found that users\u0026rsquo; learning and training experiences on an online platform for a product positively impact on their satisfaction. Based on SDL, when customers GVC, they tailor services to better suit their needs and sustainability values. By enabling value-in-use to meet or surpass expectations, participation directly contributes to enhanced customer satisfaction. Therefore, we hypothesize that:\u003c/p\u003e\u003cp\u003e\u003cb\u003eH\u003c/b\u003e\u003csub\u003e\u003cb\u003e3\u003c/b\u003e\u003c/sub\u003e GVC is positively associated with satisfaction.\u003c/p\u003e\u003cp\u003eAdvocacy is significantly propelled by involvement [27] and active customer interaction [10]. Thus, the relationship between VCC and brand advocacy has been widely studied and confirmed across diverse fields. Opata et al. [43] discovered that customer involvement in VCC affects their brand advocacy through loyalty. Similarly, Woratschek et al. [67] researched has shown a significant effect of VCC on loyalty in the sport industry. Cermak et al. [13] demonstrated that VCC participation was closely related to service repurchase and referral. Chen et al. [16] researched in the hospitality industry has shown that customer participation significantly affects brand advocacy to the brand. Although VCC has been recognized to affect brand advocacy, GVC has not received much attention in its relationship with loyalty in the context of green tourism. Thus, we hypothesize that:\u003c/p\u003e\u003cp\u003e\u003cb\u003eH\u003c/b\u003e\u003csub\u003e\u003cb\u003e4a\u003c/b\u003e\u003c/sub\u003e GVC is directly positively associated with brand advocacy.\u003c/p\u003e\u003cp\u003eThis study posits three parallel mediating mechanisms linking GVC to brand advocacy: specifically, through green customer empowerment, experience value, and customer satisfaction. Customer participation is anticipated to foster improved performance, stemming from customers\u0026rsquo; perception that business values their input and that their engagement genuinely contributes to enhancing service processes and outcomes. As articulated by F\u0026uuml;ller et al. [23], empowered customers who exhibit trust in businesses and feel actively involved tend to sustain their interactions. Supporting this, Auh et al. [5] also demonstrated that customer participation positively influences performance, with customer empowerment mediating this relationship. Consequently, the perception of valuable and impactful customer participation is thus expected to yield significant benefits, notably brand advocacy. The established connections between customer participation, satisfaction/experience value, and brand advocacy have been widely evidenced in existing literature [8; 14; 20]. Despite this broad support for the links between customer participation, customer empowerment, experience value, satisfaction, and brand advocacy, these specific relationships remain largely unexplored within the context of green tourism. We hypothesize that:\u003c/p\u003e\u003cp\u003e\u003cb\u003eH\u003c/b\u003e\u003csub\u003e\u003cb\u003e4b\u003c/b\u003e\u003c/sub\u003e GVC is indirectly positively associated with brand advocacy through perceived green empowerment, experience value and satisfaction.\u003c/p\u003e\u003cp\u003eCustomers are motivated to invest their time in participatory activities when they believe their contributions can truly effect change and that their input will be actively considered by businesses [39]. When customers perceive their participation as valuable and influential to businesses, the participation is expected to yield substantial customer-related value for businesses [5]. In other words, when customers perceive their participation as valued, they will respond with actions that bring value to businesses. Important value that businesses can achieve includes customer advocacy for their brand. Therefore, in the context of green tourism, we hypothesize that perceived green empowerment can bring value to businesses through brand advocacy. Therefore, we hypothesize that:\u003c/p\u003e\u003cp\u003e\u003cb\u003eH\u003c/b\u003e\u003csub\u003e\u003cb\u003e5\u003c/b\u003e\u003c/sub\u003e Perceived green empowerment is positively associated with brand advocacy.\u003c/p\u003e\u003cp\u003eSeveral studies supported the impact of customer experience on brand advocacy. Rehman and Shafiq [49] proved that experience value directly affected brand loyalty, including attitudinal loyalty. Sommakettarin and Khamwon [55] argued that businesses need to create the best customer experience to lead to brand advocacy. However, further research is needed on the specific impact of experience value on brand advocacy in the context of green tourism. The hypothesis is proposed:\u003c/p\u003e\u003cp\u003e\u003cb\u003eH\u003c/b\u003e\u003csub\u003e\u003cb\u003e6\u003c/b\u003e\u003c/sub\u003e Experience value is positively associated with brand advocacy.\u003c/p\u003e\u003cp\u003eThe correlation between customer satisfaction and business performances is well-documented [39]. Sommakettarin and Khamwon [55] contended that customer satisfaction is a precursor to brand advocacy. This perspective is corroborated by a meta-analysis conducted by Bhati and Verma [9], which consolidated findings from empirical studies to identify satisfaction as a fundamental driver of brand advocacy. Sride and Pounglek [57] indicated the positive relationship where elevated satisfaction levels promote brand advocacy, encouraging contented customers to disseminate favorable experiences and recommendations. However, the precise way in which satisfaction influences brand advocacy in the context of green tourism warrants further investigation. The hypothesis is proposed:\u003c/p\u003e\u003cp\u003e\u003cb\u003eH\u003c/b\u003e\u003csub\u003e\u003cb\u003e7\u003c/b\u003e\u003c/sub\u003e Satisfaction is positively associated with brand advocacy.\u003c/p\u003e\u003c/div\u003e\u003cdiv id=\"Sec9\" class=\"Section2\"\u003e\u003ch2\u003e2.7 Greenwashing and its moderating role\u003c/h2\u003e\u003cp\u003eThe term \u0026ldquo;greenwashing\u0026rdquo; was proposed by Jay Westerveld to refer to hotels encouraging customers to reuse towels under the pretense of environmental conservation, while often doing little else to genuinely protect the environment and primarily aiming to reduce laundry cost [19]. The concept gained popularity in the late 20th centuries, as environmental issues such as climate change, plastic waste, and industrial pollution became a global focus. The growing customer demand for green products has prompted many businesses to shift toward sustainable development. However, instead of making substantive changes, many businesses have opted for a superficial greenwashing solution, leading to a widespread and increasingly sophisticated wave of greenwashing. Greenwashing refers to the misrepresentation of a business's environmental performance or the eco-friendly attributes of its products to consumers [44]. Furthermore, Lyon and Maxwell [36] contended that greenwashing also encompasses the strategic disclosure of only advantageous information concerning businesses\u0026rsquo; environmental performances, while deliberately omitting negative information, with the strategic intent of cultivating overly positive images. Nyilasy et al. [42] suggest that perceived greenwashing is manifested through: businesses omit or hide information to make them greener; they are misleadingly literal, visually or graphically about their environmental attributes, and exaggerating the reality of green features.\u003c/p\u003e\u003cp\u003eThe gap between businesses\u0026rsquo; communication contents and actual environmental practices is a manifestation of business hypocrisy that can be detected and reacted with anger by customers [64]. Perceptions of greenwashing reduce perceived empowerment, experience value and customer satisfaction due to perceptions of corporate hypocrisy. Being perceived as greenwashing negatively affects customers\u0026rsquo; evaluations and attitudes toward businesses. Perceived value is an important antecedent of satisfaction, so when businesses are perceived as hypocritical, customers receive less perceived value from businesses\u0026rsquo; products, which will lead to lower customer satisfaction [30]. During the process of GVC, customers may perceive the greenwashing behavior of the business. Therefore, we believe that perceived greenwashing may influence relationships between GVC and perceived green empowerment, customer experience value and satisfaction. The hypotheses are proposed:\u003c/p\u003e\u003cp\u003e\u003cb\u003eH\u003c/b\u003e\u003csub\u003e\u003cb\u003e8\u003c/b\u003e\u003c/sub\u003e Greenwashing moderates the relationship between GVC and perceived green empowerment.\u003c/p\u003e\u003cp\u003e\u003cb\u003eH\u003c/b\u003e\u003csub\u003e\u003cb\u003e9\u003c/b\u003e\u003c/sub\u003e Greenwashing moderates the relationship between GVC and experience value.\u003c/p\u003e\u003cp\u003e\u003cb\u003eH\u003c/b\u003e\u003csub\u003e\u003cb\u003e10\u003c/b\u003e\u003c/sub\u003e Greenwashing moderates the relationship between GVC and satisfaction.\u003c/p\u003e\u003cp\u003e\u003c/p\u003e\u003c/div\u003e"},{"header":"3 Research methodology","content":"\u003cdiv id=\"Sec11\" class=\"Section2\"\u003e\u003ch2\u003e3.1 Measurement\u003c/h2\u003e\u003cp\u003eThe scales are inherited with adjustments from previous studies published in prestigious journals in the same field to ensure the validity and reliability of the instruments. A 5-point Likert scale was used to assess all constructs.\u003c/p\u003e\u003cp\u003eGVC was measured using the scale developed by Yi and Gong [69]. The measurement of perceived green empowerment was adapted from the scale developed by Auh et al. [5]. To measure experience value, a scale originally developed by Varshneya and Das [62]. The scale used to measure satisfaction was based on the work of Hennig-Thurau [28]. Brand advocacy is measured based on the scale development of Melancon et al. [38]. To measure perceived greenwashing, a scale originally developed by Nyilasy et al [42].\u003c/p\u003e\u003c/div\u003e\u003cdiv id=\"Sec12\" class=\"Section2\"\u003e\u003ch2\u003e3.2 Data collection and analysis\u003c/h2\u003e\u003cp\u003eTo evaluate the model and test the research hypotheses, a survey method was implemented to collect primary data from the survey subjects who are The sample size is determined according to Hair [25] based on the ratio of observations/observed variables (5:1) and Tabachnick et al. [58] based on the number of variables in the model (\u0026gt;\u0026thinsp;50\u0026thinsp;+\u0026thinsp;8m, m is the number of variables). Since most items were tested by adapting validated scales from international publications, the questionnaire was first conducted in English. The pilot test was carried out to obtain feedback on the questionnaire\u0026rsquo;s content and translation validity. A few lines were changed to make the questionnaire\u0026rsquo;s descriptions more understandable, and some questions were rearranged to improve the survey\u0026rsquo;s overall coherence.\u003c/p\u003e\u003cp\u003eWe used both direct and online methods. The straightforward questionnaire was delivered to target respondents with the support of tour guide, tour sale, hotel reception, etc. An online survey was conducted by emailing and submitting Google Form links. After two months, from May to July 2024, the research team received responses. 246 valid responses were collected from 350 distributed forms, yielding an effective response rate of 70.28%. Table\u0026nbsp;\u003cspan refid=\"Tab1\" class=\"InternalRef\"\u003e1\u003c/span\u003e presents some basic descriptive statistics regarding the respondents.\u003c/p\u003e\u003cp\u003e\u003cdiv class=\"gridtable\"\u003e\u003ctable float=\"Yes\" id=\"Tab1\" border=\"1\"\u003e\u003ccaption language=\"En\"\u003e\u003cdiv class=\"CaptionNumber\"\u003eTable 1\u003c/div\u003e\u003cdiv class=\"CaptionContent\"\u003e\u003cp\u003eProfile of respondents\u003c/p\u003e\u003c/div\u003e\u003c/caption\u003e\u003ccolgroup cols=\"4\"\u003e\u003cdiv align=\"left\" class=\"colspec\" colname=\"c1\" colnum=\"1\"\u003e\u003c/div\u003e\u003cdiv align=\"left\" class=\"colspec\" colname=\"c2\" colnum=\"2\"\u003e\u003c/div\u003e\u003cdiv align=\"left\" class=\"colspec\" colname=\"c3\" colnum=\"3\"\u003e\u003c/div\u003e\u003cdiv align=\"left\" class=\"colspec\" colname=\"c4\" colnum=\"4\"\u003e\u003c/div\u003e\u003ctbody\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u0026nbsp;\u003c/td\u003e\u003ctd align=\"left\" colname=\"c2\" morerows=\"1\" rowspan=\"2\"\u003e\u0026nbsp;\u003c/td\u003e\u003ctd align=\"left\" colspan=\"2\" nameend=\"c4\" namest=\"c3\"\u003e\u003cp\u003eN\u0026thinsp;=\u0026thinsp;246\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u0026nbsp;\u003c/td\u003e\u003ctd align=\"left\" colname=\"c3\"\u003e\u003cp\u003eFrequency\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c4\"\u003e\u003cp\u003ePercentage\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\" morerows=\"1\" rowspan=\"2\"\u003e\u003cp\u003eGender\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c2\"\u003e\u003cp\u003eMale\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c3\"\u003e\u003cp\u003e118\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c4\"\u003e\u003cp\u003e47.9\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c2\"\u003e\u003cp\u003eFemale\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c3\"\u003e\u003cp\u003e128\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c4\"\u003e\u003cp\u003e52.0\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\" morerows=\"2\" rowspan=\"3\"\u003e\u003cp\u003eTourist\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c2\"\u003e\u003cp\u003eInbound\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c3\"\u003e\u003cp\u003e57\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c4\"\u003e\u003cp\u003e23.2\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c2\"\u003e\u003cp\u003eOutbound\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c3\"\u003e\u003cp\u003e82\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c4\"\u003e\u003cp\u003e33.4\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c2\"\u003e\u003cp\u003eDomestic\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c3\"\u003e\u003cp\u003e107\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c4\"\u003e\u003cp\u003e43.4\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003c/tbody\u003e\u003c/colgroup\u003e\u003c/table\u003e\u003c/div\u003e\u003c/p\u003e\u003cp\u003eData analysis was executed by SPSS 25 and AMOS 25. Scale reliability was meticulously assessed through the computation of Cronbach\u0026rsquo;s alpha coefficients and corrected item-total correlations. To ensure a robust factor solution, we performed an EFA evaluating several key criteria: KMO measure for sampling adequacy, Bartlett\u0026rsquo;s test, total variance explained, eigenvalues, and factor loadings. We analyzed CFA to assess the overall model fit. To validate the model, we first analyzed the regression and standardized regression weights to check the quality of the observed variables. We then assessed convergent validity using CR and AVE, and finally established discriminant validity by examining MSV, the square root of AVE, and inter-construct correlations.\u003c/p\u003e\u003cp\u003eBootstrap resampling method was used to evaluate the structural model. This involved drawing 1,000 sub-samples from the original dataset and analyzing them at a 5% significance level. Similarly, bootstrapping technique was used to assess moderation relationships with 1000 replicates.\u003c/p\u003e\u003c/div\u003e"},{"header":"4 Research results","content":"\u003cdiv id=\"Sec14\" class=\"Section2\"\u003e\u003ch2\u003e4.1 Measurement model\u003c/h2\u003e\u003cp\u003eAll constructs exhibited robust internal consistency reliability, Cronbach\u0026rsquo;s alpha values exceeding the 0.7 threshold. Particularly, GVC yielded an alpha of 0.839, perceived green empowerment 0.834, satisfaction 0.848, experience value 0.788, and brand advocacy 0.718. Furthermore, item-total correlations surpass 0.3 for all observed variables, indicating high internal consistency and reliable measurement within each construct. These findings align with Hair [25], suggesting strong relationships among items within each construct.\u003c/p\u003e\u003cp\u003eEFA results, summarized in Table\u0026nbsp;\u003cspan refid=\"Tab2\" class=\"InternalRef\"\u003e2\u003c/span\u003e, demonstrate suitable structure of factors. KMO measure of sampling adequacy (0.823) is higher than the recommended threshold of 0.5. Furthermore, Bartlett\u0026rsquo;s test was statistically significant (p\u0026thinsp;\u0026lt;\u0026thinsp;0.05), indicating sufficient inter-correlation among the variables for further analysis. The analysis revealed a robust five-factor structure, collectively capturing 63.134% of the overall variance. Each of these factors demonstrated strong statistical justification, with all eigenvalues substantially surpassing the conventional 1.0 threshold (lowest value is 1.327). 22 items were successfully grouped into these 5 constructs. These findings collectively suggest that EFA is an appropriate technique for data analysis, and that significant correlations exist among the observed variables.\u003c/p\u003e\u003cp\u003e\u003cdiv class=\"gridtable\"\u003e\u003ctable float=\"Yes\" id=\"Tab2\" border=\"1\"\u003e\u003ccaption language=\"En\"\u003e\u003cdiv class=\"CaptionNumber\"\u003eTable 2\u003c/div\u003e\u003cdiv class=\"CaptionContent\"\u003e\u003cp\u003eMeasurement model assessment results\u003c/p\u003e\u003c/div\u003e\u003c/caption\u003e\u003ccolgroup cols=\"5\"\u003e\u003cdiv align=\"left\" class=\"colspec\" colname=\"c1\" colnum=\"1\"\u003e\u003c/div\u003e\u003cdiv align=\"left\" class=\"colspec\" colname=\"c2\" colnum=\"2\"\u003e\u003c/div\u003e\u003cdiv align=\"char\" char=\".\" class=\"colspec\" colname=\"c3\" colnum=\"3\"\u003e\u003c/div\u003e\u003cdiv align=\"char\" char=\".\" class=\"colspec\" colname=\"c4\" colnum=\"4\"\u003e\u003c/div\u003e\u003cdiv align=\"char\" char=\".\" class=\"colspec\" colname=\"c5\" colnum=\"5\"\u003e\u003c/div\u003e\u003cthead\u003e\u003ctr\u003e\u003cth align=\"left\" colname=\"c1\"\u003e\u003cp\u003eConstruct\u003c/p\u003e\u003c/th\u003e\u003cth align=\"left\" colname=\"c2\"\u003e\u003cp\u003eItems\u003c/p\u003e\u003c/th\u003e\u003cth align=\"left\" colname=\"c3\"\u003e\u003cp\u003eCronbach\u0026rsquo;s Alpha\u003c/p\u003e\u003c/th\u003e\u003cth align=\"left\" colname=\"c4\"\u003e\u003cp\u003eItem-Total Correlation\u003c/p\u003e\u003c/th\u003e\u003cth align=\"left\" colname=\"c5\"\u003e\u003cp\u003eFactor\u003c/p\u003e\u003cp\u003eloadings\u003c/p\u003e\u003c/th\u003e\u003c/tr\u003e\u003c/thead\u003e\u003ctbody\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u003cp\u003eGVC\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c2\"\u003e\u003cp\u003eGVC\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e\u003cp\u003e0.839\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e\u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u0026nbsp;\u003c/td\u003e\u003ctd align=\"left\" colname=\"c2\"\u003e\u003cp\u003eGVC1\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c3\"\u003e\u0026nbsp;\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e\u003cp\u003e0.727\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e\u003cp\u003e0.876\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u0026nbsp;\u003c/td\u003e\u003ctd align=\"left\" colname=\"c2\"\u003e\u003cp\u003eGVC2\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c3\"\u003e\u0026nbsp;\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e\u003cp\u003e0.662\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e\u003cp\u003e0.758\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u0026nbsp;\u003c/td\u003e\u003ctd align=\"left\" colname=\"c2\"\u003e\u003cp\u003eGVC3\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c3\"\u003e\u0026nbsp;\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e\u003cp\u003e0.698\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e\u003cp\u003e0.859\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u0026nbsp;\u003c/td\u003e\u003ctd align=\"left\" colname=\"c2\"\u003e\u003cp\u003eGVC4\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c3\"\u003e\u0026nbsp;\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e\u003cp\u003e0.505\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e\u003cp\u003e0.653\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u0026nbsp;\u003c/td\u003e\u003ctd align=\"left\" colname=\"c2\"\u003e\u003cp\u003eGVC5\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c3\"\u003e\u0026nbsp;\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e\u003cp\u003e0.628\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e\u003cp\u003e0.680\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u003cp\u003ePerceived green empowerment\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c2\"\u003e\u003cp\u003ePGE\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e\u003cp\u003e0.834\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e\u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u0026nbsp;\u003c/td\u003e\u003ctd align=\"left\" colname=\"c2\"\u003e\u003cp\u003ePGE 1\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c3\"\u003e\u0026nbsp;\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e\u003cp\u003e0.700\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e\u003cp\u003e0.792\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u0026nbsp;\u003c/td\u003e\u003ctd align=\"left\" colname=\"c2\"\u003e\u003cp\u003ePGE 2\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c3\"\u003e\u0026nbsp;\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e\u003cp\u003e0.629\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e\u003cp\u003e0.821\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u0026nbsp;\u003c/td\u003e\u003ctd align=\"left\" colname=\"c2\"\u003e\u003cp\u003ePGE 3\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c3\"\u003e\u0026nbsp;\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e\u003cp\u003e0.684\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e\u003cp\u003e0.765\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u0026nbsp;\u003c/td\u003e\u003ctd align=\"left\" colname=\"c2\"\u003e\u003cp\u003ePGE 4\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c3\"\u003e\u0026nbsp;\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e\u003cp\u003e0.576\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e\u003cp\u003e0.747\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u0026nbsp;\u003c/td\u003e\u003ctd align=\"left\" colname=\"c2\"\u003e\u003cp\u003ePGE 5\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c3\"\u003e\u0026nbsp;\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e\u003cp\u003e0.579\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e\u003cp\u003e0.693\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u003cp\u003eSatisfaction\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c2\"\u003e\u003cp\u003eSTF\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e\u003cp\u003e0.848\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e\u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u0026nbsp;\u003c/td\u003e\u003ctd align=\"left\" colname=\"c2\"\u003e\u003cp\u003eSTF1\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c3\"\u003e\u0026nbsp;\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e\u003cp\u003e0.613\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e\u003cp\u003e0.681\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u0026nbsp;\u003c/td\u003e\u003ctd align=\"left\" colname=\"c2\"\u003e\u003cp\u003eSTF2\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c3\"\u003e\u0026nbsp;\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e\u003cp\u003e0.671\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e\u003cp\u003e0.801\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u0026nbsp;\u003c/td\u003e\u003ctd align=\"left\" colname=\"c2\"\u003e\u003cp\u003eSTF3\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c3\"\u003e\u0026nbsp;\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e\u003cp\u003e0.648\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e\u003cp\u003e0.748\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u0026nbsp;\u003c/td\u003e\u003ctd align=\"left\" colname=\"c2\"\u003e\u003cp\u003eSTF4\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c3\"\u003e\u0026nbsp;\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e\u003cp\u003e0.670\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e\u003cp\u003e0.830\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u0026nbsp;\u003c/td\u003e\u003ctd align=\"left\" colname=\"c2\"\u003e\u003cp\u003eSTF5\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c3\"\u003e\u0026nbsp;\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e\u003cp\u003e0.687\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e\u003cp\u003e0.852\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u003cp\u003eExperience value\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c2\"\u003e\u003cp\u003eEV\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e\u003cp\u003e0.788\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e\u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u0026nbsp;\u003c/td\u003e\u003ctd align=\"left\" colname=\"c2\"\u003e\u003cp\u003eEV1\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c3\"\u003e\u0026nbsp;\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e\u003cp\u003e0.624\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e\u003cp\u003e0.766\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u0026nbsp;\u003c/td\u003e\u003ctd align=\"left\" colname=\"c2\"\u003e\u003cp\u003eEV2\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c3\"\u003e\u0026nbsp;\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e\u003cp\u003e0.620\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e\u003cp\u003e0.787\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u0026nbsp;\u003c/td\u003e\u003ctd align=\"left\" colname=\"c2\"\u003e\u003cp\u003eEV3\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c3\"\u003e\u0026nbsp;\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e\u003cp\u003e0.523\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e\u003cp\u003e0.674\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u0026nbsp;\u003c/td\u003e\u003ctd align=\"left\" colname=\"c2\"\u003e\u003cp\u003eEV4\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c3\"\u003e\u0026nbsp;\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e\u003cp\u003e0.646\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e\u003cp\u003e0.854\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\" morerows=\"2\" rowspan=\"3\"\u003e\u003cp\u003eBrand advocacy\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c2\"\u003e\u003cp\u003eBA\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e\u003cp\u003e0.718\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e\u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c2\"\u003e\u003cp\u003eBA1\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c3\"\u003e\u0026nbsp;\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e\u003cp\u003e0.528\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e\u003cp\u003e0.642\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c2\"\u003e\u003cp\u003eBA2\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c3\"\u003e\u0026nbsp;\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e\u003cp\u003e0.557\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e\u003cp\u003e0.825\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u0026nbsp;\u003c/td\u003e\u003ctd align=\"left\" colname=\"c2\"\u003e\u003cp\u003eBA3\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c3\"\u003e\u0026nbsp;\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e\u003cp\u003e0.527\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e\u003cp\u003e0.842\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003c/tbody\u003e\u003c/colgroup\u003e\u003c/table\u003e\u003c/div\u003e\u003c/p\u003e\u003cp\u003eCFA results indicate a good model fit. Chi-square test is significant with p-value is less than 0.001, CFI (0.920) and TLI (0.907) exceed the recommended threshold of 0.90. Additionally, CMIN/df (1.719) is less than 3, GFI (0.871) is acceptable. RMSEA (0.061) is within an acceptable range. These findings align with the guidelines established by Baumgartner and Homburg [7]; Hair [25], indicating that the CFA model demonstrates a good fit to the data. The measurement model demonstrates strong construct validity. Standardized factor loadings exceed 0.50 for all items, indicating strong relationships between constructs and their respective items. CR values surpass 0.70 for all constructs, demonstrating adequate internal consistency. Furthermore, all constructs exhibite acceptable convergent validity, with AVE values exceeding the 0.50 threshold [25]. Discriminate validity is also established. Discriminate validity is established through multiple criteria. Specifically, all MSV values are greater than their corresponding AVE values. Furthermore, the square root of each construct\u0026rsquo;s AVE surpassed its correlation with any other construct, thereby supporting the discriminant validity of the measures. These collective findings robustly support the discriminant validity and overall robustness of the scales within the market context.\u003c/p\u003e\u003c/div\u003e\u003cdiv id=\"Sec15\" class=\"Section2\"\u003e\u003ch2\u003e4.2 Hypotheses testing\u003c/h2\u003e\u003cp\u003eGVC affects all constructs at the 1% significance level. Specifically, GVC affects perceived green empowerment (β\u0026thinsp;=\u0026thinsp;0.409). GVC also demonstrates a significant positive impact on experience value (β\u0026thinsp;=\u0026thinsp;0.504). GVC positively affects satisfaction (β\u0026thinsp;=\u0026thinsp;0.330). These findings support H\u003csub\u003e1\u003c/sub\u003e, H\u003csub\u003e2\u003c/sub\u003e, and H\u003csub\u003e3\u003c/sub\u003e (Fig.\u0026nbsp;\u003cspan refid=\"Fig2\" class=\"InternalRef\"\u003e2\u003c/span\u003e and Table\u0026nbsp;\u003cspan refid=\"Tab3\" class=\"InternalRef\"\u003e3\u003c/span\u003e).\u003c/p\u003e\u003cp\u003eThe results indicate a positive direct effect of GVC on brand advocacy (β\u0026thinsp;=\u0026thinsp;0.292, p\u0026thinsp;\u0026lt;\u0026thinsp;0.01). Furthermore, GVC exerts an indirect effect on brand advocacy (β\u0026thinsp;=\u0026thinsp;0.258, p\u0026thinsp;\u0026lt;\u0026thinsp;0.01) through the mediating factors of perceived green empowerment, experience value and satisfaction. These findings support H\u003csub\u003e4a\u003c/sub\u003e and H\u003csub\u003e4b\u003c/sub\u003e. The inclusion of the indirect effect raises the standardized regression coefficient from 0.292 (the direct effect) to 0.551 (the total effect). This result underscores the critical function of these mediators in amplifying the effect of GVC on brand advocacy (Fig.\u0026nbsp;\u003cspan refid=\"Fig2\" class=\"InternalRef\"\u003e2\u003c/span\u003e and Table\u0026nbsp;\u003cspan refid=\"Tab3\" class=\"InternalRef\"\u003e3\u003c/span\u003e).\u003c/p\u003e\u003cp\u003ePerceived green empowerment has a significant positive effect on brand advocacy (β\u0026thinsp;=\u0026thinsp;0.222, p\u0026thinsp;\u0026lt;\u0026thinsp;0.05). This was also true for experience value, which had an even stronger effect (β\u0026thinsp;=\u0026thinsp;0.278, p\u0026thinsp;\u0026lt;\u0026thinsp;0.01), and for satisfaction (β\u0026thinsp;=\u0026thinsp;0.182, p\u0026thinsp;\u0026lt;\u0026thinsp;0.05). Thus, H\u003csub\u003e5\u003c/sub\u003e, H\u003csub\u003e6\u003c/sub\u003e, H\u003csub\u003e7\u003c/sub\u003e are supported (Fig.\u0026nbsp;\u003cspan refid=\"Fig2\" class=\"InternalRef\"\u003e2\u003c/span\u003e and Table\u0026nbsp;\u003cspan refid=\"Tab3\" class=\"InternalRef\"\u003e3\u003c/span\u003e).\u003c/p\u003e\u003cp\u003e\u003c/p\u003e\u003cp\u003eThe R\u003csup\u003e2\u003c/sup\u003e value of brand advocacy is 0.408, indicating that GVC, experience value, satisfaction, and perceived green empowerment explain 40.8% of the variance in brand advocacy. Similarly, the R\u003csup\u003e2\u003c/sup\u003e value for experience value is 0.167, suggesting that GVC accounts for 16.7% of the variance in experience value. The R-squared value for perceived green empowerment is 0.254, indicating that GVC explains 25.4% of the variance in perceived green empowerment.\u003c/p\u003e\u003cp\u003e\u003cdiv class=\"gridtable\"\u003e\u003ctable float=\"Yes\" id=\"Tab3\" border=\"1\"\u003e\u003ccaption language=\"En\"\u003e\u003cdiv class=\"CaptionNumber\"\u003eTable 3\u003c/div\u003e\u003cdiv class=\"CaptionContent\"\u003e\u003cp\u003eHypotheses testing results\u003c/p\u003e\u003c/div\u003e\u003c/caption\u003e\u003ccolgroup cols=\"10\"\u003e\u003cdiv align=\"left\" class=\"colspec\" colname=\"c1\" colnum=\"1\"\u003e\u003c/div\u003e\u003cdiv align=\"left\" class=\"colspec\" colname=\"c2\" colnum=\"2\"\u003e\u003c/div\u003e\u003cdiv align=\"left\" class=\"colspec\" colname=\"c3\" colnum=\"3\"\u003e\u003c/div\u003e\u003cdiv align=\"left\" class=\"colspec\" colname=\"c4\" colnum=\"4\"\u003e\u003c/div\u003e\u003cdiv align=\"left\" class=\"colspec\" colname=\"c5\" colnum=\"5\"\u003e\u003c/div\u003e\u003cdiv align=\"left\" class=\"colspec\" colname=\"c6\" colnum=\"6\"\u003e\u003c/div\u003e\u003cdiv align=\"left\" class=\"colspec\" colname=\"c7\" colnum=\"7\"\u003e\u003c/div\u003e\u003cdiv align=\"left\" class=\"colspec\" colname=\"c8\" colnum=\"8\"\u003e\u003c/div\u003e\u003cdiv align=\"left\" class=\"colspec\" colname=\"c9\" colnum=\"9\"\u003e\u003c/div\u003e\u003cdiv align=\"left\" class=\"colspec\" colname=\"c10\" colnum=\"10\"\u003e\u003c/div\u003e\u003cthead\u003e\u003ctr\u003e\u003cth align=\"left\" colname=\"c1\"\u003e\u003cp\u003eHypotheses\u003c/p\u003e\u003c/th\u003e\u003cth align=\"left\" colspan=\"3\" nameend=\"c4\" namest=\"c2\"\u003e\u003cp\u003eRelationships\u003c/p\u003e\u003c/th\u003e\u003cth align=\"left\" colspan=\"\" nameend=\"c6\" namest=\"c5\"\u003e\u003cp\u003eStandardized regression\u003c/p\u003e\u003c/th\u003e\u003cth align=\"left\" colspan=\"2\" nameend=\"c8\" namest=\"c7\"\u003e\u003cp\u003eP-value\u003c/p\u003e\u003c/th\u003e\u003cth align=\"left\" colspan=\"3\" nameend=\"c10\" namest=\"c9\"\u003e\u003cp\u003eConclusion\u003c/p\u003e\u003c/th\u003e\u003c/tr\u003e\u003c/thead\u003e\u003ctbody\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u003cp\u003eH\u003csub\u003e1\u003c/sub\u003e\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c2\"\u003e\u003cp\u003eGVC → PGE\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c3\"\u003e\u003cp\u003eDirect\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colspan=\"2\" nameend=\"c5\" namest=\"c4\"\u003e\u003cp\u003e0.409\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colspan=\"2\" nameend=\"c7\" namest=\"c6\"\u003e\u003cp\u003e0.000\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colspan=\"2\" nameend=\"c9\" namest=\"c8\"\u003e\u003cp\u003eSupport\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colspan=\"1\" nameend=\"c10\" namest=\"c10\"\u003e\u0026nbsp;\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u003cp\u003eH\u003csub\u003e2\u003c/sub\u003e\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c2\"\u003e\u003cp\u003eGVC → EV\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c3\"\u003e\u003cp\u003eDirect\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colspan=\"2\" nameend=\"c5\" namest=\"c4\"\u003e\u003cp\u003e0.504\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colspan=\"2\" nameend=\"c7\" namest=\"c6\"\u003e\u003cp\u003e0.000\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colspan=\"2\" nameend=\"c9\" namest=\"c8\"\u003e\u003cp\u003eSupport\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colspan=\"1\" nameend=\"c10\" namest=\"c10\"\u003e\u0026nbsp;\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u003cp\u003eH\u003csub\u003e3\u003c/sub\u003e\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c2\"\u003e\u003cp\u003eGVC → STF\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c3\"\u003e\u003cp\u003eDirect\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colspan=\"2\" nameend=\"c5\" namest=\"c4\"\u003e\u003cp\u003e0.330\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colspan=\"2\" nameend=\"c7\" namest=\"c6\"\u003e\u003cp\u003e0.000\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colspan=\"2\" nameend=\"c9\" namest=\"c8\"\u003e\u003cp\u003eSupport\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colspan=\"1\" nameend=\"c10\" namest=\"c10\"\u003e\u0026nbsp;\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u003cp\u003eH\u003csub\u003e4a\u003c/sub\u003e\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c2\"\u003e\u003cp\u003eGVC → BA\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c3\"\u003e\u003cp\u003eDirect\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colspan=\"2\" nameend=\"c5\" namest=\"c4\"\u003e\u003cp\u003e0.292\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colspan=\"2\" nameend=\"c7\" namest=\"c6\"\u003e\u003cp\u003e0.009\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colspan=\"2\" nameend=\"c9\" namest=\"c8\"\u003e\u003cp\u003eSupport\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colspan=\"1\" nameend=\"c10\" namest=\"c10\"\u003e\u0026nbsp;\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u003cp\u003eH\u003csub\u003e4b\u003c/sub\u003e\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c2\"\u003e\u003cp\u003eGVC → BA\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c3\"\u003e\u003cp\u003eIndirect\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colspan=\"2\" nameend=\"c5\" namest=\"c4\"\u003e\u003cp\u003e0.258\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colspan=\"2\" nameend=\"c7\" namest=\"c6\"\u003e\u003cp\u003e0.001\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colspan=\"2\" nameend=\"c9\" namest=\"c8\"\u003e\u003cp\u003eSupport\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colspan=\"1\" nameend=\"c10\" namest=\"c10\"\u003e\u0026nbsp;\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u0026nbsp;\u003c/td\u003e\u003ctd align=\"left\" colname=\"c2\"\u003e\u003cp\u003eGVC → BA\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c3\"\u003e\u003cp\u003eTotal\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colspan=\"2\" nameend=\"c5\" namest=\"c4\"\u003e\u003cp\u003e0.551\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colspan=\"2\" nameend=\"c7\" namest=\"c6\"\u003e\u003cp\u003e0.003\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colspan=\"2\" nameend=\"c9\" namest=\"c8\"\u003e\u003cp\u003e-\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colspan=\"1\" nameend=\"c10\" namest=\"c10\"\u003e\u0026nbsp;\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u003cp\u003eH\u003csub\u003e5\u003c/sub\u003e\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c2\"\u003e\u003cp\u003ePGE → BA\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c3\"\u003e\u003cp\u003eDirect\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colspan=\"2\" nameend=\"c5\" namest=\"c4\"\u003e\u003cp\u003e0.222\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colspan=\"2\" nameend=\"c7\" namest=\"c6\"\u003e\u003cp\u003e0.013\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colspan=\"2\" nameend=\"c9\" namest=\"c8\"\u003e\u003cp\u003eSupport\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colspan=\"1\" nameend=\"c10\" namest=\"c10\"\u003e\u0026nbsp;\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u003cp\u003eH\u003csub\u003e6\u003c/sub\u003e\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c2\"\u003e\u003cp\u003eEV → BA\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c3\"\u003e\u003cp\u003eDirect\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colspan=\"2\" nameend=\"c5\" namest=\"c4\"\u003e\u003cp\u003e0.278\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colspan=\"2\" nameend=\"c7\" namest=\"c6\"\u003e\u003cp\u003e0.006\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colspan=\"2\" nameend=\"c9\" namest=\"c8\"\u003e\u003cp\u003eSupport\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colspan=\"1\" nameend=\"c10\" namest=\"c10\"\u003e\u0026nbsp;\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u003cp\u003eH\u003csub\u003e7\u003c/sub\u003e\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c2\"\u003e\u003cp\u003eSTF → BA\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c3\"\u003e\u003cp\u003eDirect\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colspan=\"2\" nameend=\"c5\" namest=\"c4\"\u003e\u003cp\u003e0.182\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colspan=\"2\" nameend=\"c7\" namest=\"c6\"\u003e\u003cp\u003e0.032\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colspan=\"2\" nameend=\"c9\" namest=\"c8\"\u003e\u003cp\u003eSupport\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colspan=\"1\" nameend=\"c10\" namest=\"c10\"\u003e\u0026nbsp;\u003c/td\u003e\u003c/tr\u003e\u003c/tbody\u003e\u003c/colgroup\u003e\u003c/table\u003e\u003c/div\u003e\u003c/p\u003e\u003cp\u003eThe t-test P-value of the relationship between INT and perceived green empowerment is 0.001\u0026thinsp;\u0026lt;\u0026thinsp;0.05, showing that INT (GVC*GW) has an impact on perceived green empowerment. Therefore, greenwashing has a significant moderating effect on the link between GVC and perceived green empowerment. Hypothesis H\u003csub\u003e8\u003c/sub\u003e is accepted. The regression coefficient Original Sample = -0.129\u0026thinsp;\u0026lt;\u0026thinsp;0 shows that the more greenwashing increases, the more it reduces the impact of GVC on perceived green empowerment. The t-test P-value of the relationship between INT and experience value is 0.001\u0026thinsp;\u0026lt;\u0026thinsp;0.05, so INT (GVC*GW) influences experience value. The link between GVC and experience value is moderated by greenwashing. Hypothesis H\u003csub\u003e9\u003c/sub\u003e is accepted. The regression coefficient Original Sample = -0.236\u0026thinsp;\u0026lt;\u0026thinsp;0 shows that the more greenwashing increases, the more it reduces the impact of GVC on experience value. The t-test P-value of the relationship between INT and satisfaction is 0.001\u0026thinsp;\u0026lt;\u0026thinsp;0.05, INT (GVC*GW) has an impact on satisfaction. Therefore, greenwashing plays a moderating role in the relationship from GVC to satisfaction. Hypothesis H\u003csub\u003e10\u003c/sub\u003e is accepted. The regression coefficient Original Sample = -0.116\u0026thinsp;\u0026lt;\u0026thinsp;0 shows that the more greenwashing increases, the more it reduces the impact of GVC on satisfaction (Table\u0026nbsp;\u003cspan refid=\"Tab4\" class=\"InternalRef\"\u003e4\u003c/span\u003e).\u003c/p\u003e\u003cp\u003e\u003cdiv class=\"gridtable\"\u003e\u003ctable float=\"Yes\" id=\"Tab4\" border=\"1\"\u003e\u003ccaption language=\"En\"\u003e\u003cdiv class=\"CaptionNumber\"\u003eTable 4\u003c/div\u003e\u003cdiv class=\"CaptionContent\"\u003e\u003cp\u003eResults of moderation effect analysis\u003c/p\u003e\u003c/div\u003e\u003c/caption\u003e\u003ccolgroup cols=\"4\"\u003e\u003cdiv align=\"left\" class=\"colspec\" colname=\"c1\" colnum=\"1\"\u003e\u003c/div\u003e\u003cdiv align=\"left\" class=\"colspec\" colname=\"c2\" colnum=\"2\"\u003e\u003c/div\u003e\u003cdiv align=\"left\" class=\"colspec\" colname=\"c3\" colnum=\"3\"\u003e\u003c/div\u003e\u003cdiv align=\"left\" class=\"colspec\" colname=\"c4\" colnum=\"4\"\u003e\u003c/div\u003e\u003cthead\u003e\u003ctr\u003e\u003cth align=\"left\" colname=\"c1\"\u003e\u003cp\u003eHypotheses\u003c/p\u003e\u003c/th\u003e\u003cth align=\"left\" colname=\"c2\"\u003e\u003cp\u003eOriginal sample\u003c/p\u003e\u003c/th\u003e\u003cth align=\"left\" colname=\"c3\"\u003e\u003cp\u003eP Values\u003c/p\u003e\u003c/th\u003e\u003cth align=\"left\" colname=\"c4\"\u003e\u003cp\u003eConclusion\u003c/p\u003e\u003c/th\u003e\u003c/tr\u003e\u003c/thead\u003e\u003ctbody\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u003cp\u003eH\u003csub\u003e8\u003c/sub\u003e: ZPGE \u0026lt;--- INT\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c2\"\u003e\u003cp\u003e-0.129\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c3\"\u003e\u003cp\u003e0.001\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c4\"\u003e\u003cp\u003eSupported\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u003cp\u003eH\u003csub\u003e9\u003c/sub\u003e: ZEV \u0026lt;--- INT\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c2\"\u003e\u003cp\u003e-0.236\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c3\"\u003e\u003cp\u003e0.001\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c4\"\u003e\u003cp\u003eSupported\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u003cp\u003eH\u003csub\u003e10\u003c/sub\u003e: ZSTF \u0026lt;--- INT\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c2\"\u003e\u003cp\u003e-0.116\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c3\"\u003e\u003cp\u003e0.001\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c4\"\u003e\u003cp\u003eSupported\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003c/tbody\u003e\u003c/colgroup\u003e\u003c/table\u003e\u003c/div\u003e\u003c/p\u003e\u003c/div\u003e"},{"header":"5 Discussion","content":"\u003cp\u003eThe research findings support SDL, and the results of numerous previous studies, while also offering new insights compared to previous studies when clarifying the role of GVC and perceived greenwashing in the tourism industry context.\u003c/p\u003e\u003cp\u003eResearch findings indicate that GVC positively influences perceived green empowerment, which in turn positively impacts brand advocacy. This outcome aligns with the SDL and prior studies. According to SDL, when customers engage in GVC, they actively integrate their own resources into the process of creating a more sustainable tourism experience. This active role directly generates a sense of control, competence, and impact, leading customers to perceive their actions as meaningful and contributing to a shared green objective. Speer et al. [56] similarly posited that participation enhanced customers\u0026rsquo; sense of empowerment. This engagement, driven by the integration of personal resources with those of businesses, leads them to feel empowered to make a positive environmental difference. When customers perceive green empowerment, they develop a deeper psychological connection to the brand\u0026rsquo;s green mission. This sense of empowerment transforms customers from passive customers into active partners in green value creation. Consequently, customers are inclined to advocate for brands they feel they have helped build and with which they share values. Auh [5] also demonstrated that perceived empowerment mediated the influence of customer participation on businesses\u0026rsquo; performances, including brand advocacy. This study clarifies that relationships built upon GVC will foster stronger affiliation with tourism brands.\u003c/p\u003e\u003cp\u003eGVC positively influences experience value, which subsequently impacts brand advocacy. The current results corroborate the findings of prior studies that have investigated the relationship between VCC and experience value, such as the studies by Tchorek et al. [59], Bu et al. [12], Rehman and Shafiq [49], Sommakettarin and Khamwon [55]. When customers actively engage in GVC, they are not merely consuming a service but are also participating in the process of shaping and enriching their own experiences. GVC renders the tourism experience more personalized, meaningful, and memorable. This deep involvement, achieved through the integration of personal knowledge and effort, enhances the perceived value of the entire experience. A high-value green tourism experience, being co-created and deeply personalized, generates strong positive emotions and lasting memories. According to SDL, these valuable experiences derived from GVC foster continuous resource integration and, consequently, build relationships with businesses. Customers will naturally desire to share these exceptional experiences, becoming brand advocates by recommending them to others, thereby reinforcing the value they have received and sustaining their relationship with the brand.\u003c/p\u003e\u003cp\u003eGVC positively influences satisfaction, which in turn affects brand advocacy. When customers actively co-create, they can tailor the service to better align with their needs, preferences, and personal values. This finding lends further support to the existing literature, such as those by Woratschek et al. [67], Lee [34], which demonstrate a positive effect of participation in VCC on satisfaction. Cheung and To [18] further argued that when customers acquire new knowledge and skills through co-creation, it boosts their competence and self-esteem, which in turn fosters satisfaction. However, in this study, the role of VCC is specifically emphasized within green practices of businesses. GVC enables tourists to tailor their green tourism experiences to better align with their sustainable values and expectations. A customer's active involvement in the co-creation of green services increases the likelihood that the final service will align with or surpass their expectations, thereby fostering a greater sense of satisfaction. The research findings also indicate a positive effect of satisfaction on brand advocacy. According to SDL, satisfaction is a crucial driver for continuous resource integration and the establishment of sustained engagement. This outcome aligns with the conclusions of prior studies such as Sommakettarin and Khamwon [55], Bhati and Verma [9], Sride and Pounglek [57]. Customers satisfied with their green tourism experience are more likely to become advocates. They will share positive experiences, recommend brands to others, and protect businesses\u0026rsquo; reputation, thereby maintaining and fostering their relationship with brands.\u003c/p\u003e\u003cp\u003eThe study provides evidence of positive relationships between GVC and brand advocacy, consistent with previous research by Chen et al. [16], Cermak et al. [13], Auh et al. [5]\u0026hellip; SDL offers a robust framework for understanding that GVC in tourism is not merely an isolated activity but a profound customer resource integration process. This process generates initial positive impacts, such as enhanced perceived green empowerment, enriched experience value, and increased satisfaction. In turn, these positive perceptions and experiences motivate customers to become strong brand advocates, thereby strengthening the relationship between customers and tourism businesses.\u003c/p\u003e\u003cp\u003eThe moderating role of perceived greenwashing is specifically investigated within the green tourism context. Firstly, when customers perceive a high level of greenwashing, they become skeptical about the authenticity of businesses\u0026rsquo; green efforts. Despite their potential engagement in GVC, this skepticism leads them to question businesses\u0026rsquo; true motives and the actual efficacy of their own participation. Customers may perceive their involvement as merely contributing to the businesses\u0026rsquo; green facade, rather than genuinely making a difference. This consequently diminishes the perceived green empowerment that GVC would otherwise foster. Secondly, while GVC enhances experience value by making the experience more meaningful and authentic, a high perception of greenwashing renders this green experience artificial or inauthentic. This perceived inauthenticity directly reduces the perceived value of the experience. Customers may feel deceived or manipulated. Such negative emotions attenuate any positive value they might have perceived from their participation. The experience no longer feels unique and meaningful as expected, potentially transforming into a disappointing one. Thirdly, even when customers have invested in GVC and experienced some positive aspects, the perception of greenwashing leads to disappointment and a loss of trust. The incongruence between businesses\u0026rsquo; green claims and their perceived actual practices diminishes the satisfaction derived from GVC. Thus, the perception of greenwashing significantly weakens the positive link between GVC and beneficial customer outcomes. While GVC enhances perceived green empowerment, experience value, and satisfaction, the presence of perceived greenwashing erodes trust, fosters skepticism, and generates feelings of deception. This not only weakens but can also reverse the positive impacts of GVC, leading to negative outcomes for both customers and tourism brands. The research results of Senan et al. [53] demonstrated a positive direct impact of greenwashing on brand hate.\u003c/p\u003e"},{"header":"6 Conclusion and implications","content":"\u003cp\u003eOur research demonstrates that GVC by tourists significantly affects customer perceived green empowerment, experience value, satisfaction and customer brand advocacy. Results of reliability analysis, EFA, CFA, SEM using survey data from 246 tourists of Vietnamese tourism businesses support our hypotheses. The study provides evidence supporting SET and SDL theories, proving the positive effect of GVC on perceived green empowerment, experience value, satisfaction and brand advocacy, and negative effects of moderator - perceived greenwashing - in relationships between GVC, perceived green empowerment, experience value and satisfaction.\u003c/p\u003e\u003cp\u003eImplications for tourism businesses service providers (tourism businesses, hotels, tourism service providers, etc.) should focus on promoting GVC through the following implications. Businesses should facilitate information access and personalized services. They should provide comprehensive information to tourists about themselves and their services, products tailored to each customer group. Tourists must be given opportunities to share their ideas and designs. For example, tourism businesses should focus on online interaction between consultants and tourists through information channels, aiming to save tourists\u0026rsquo; time. Managers need to focus on the readiness to participate component as it is a direct precursor to tourists\u0026rsquo; co-creation activities. A few solutions could be: When introducing service packages, the details of the responsibilities and benefits of tourists need to be made clear. In addition, businesses need to disseminate a list of things that customers need to prepare for the service to be effective. Businesses need to create favorable conditions for tourists to give feedback through different information channels; create customer groups, community groups for customers to share and help each other; have many solutions for service errors. Businesses need to pay attention to the insights (hidden thoughts) of tourists in the present digital age, the change and boredom quickly make the decision to book services also change continuously.\u003c/p\u003e\u003cp\u003eGreenwashing has a negative impact on relationships between GVC and customer perceptions/ behaviors. GVC is no longer meaningful and brings positive outcomes if customers find signs of greenwashing of businesses. Therefore, businesses need to avoid greenwashing by being aware of its negative impacts and adjusting their green activities and communications. Specifically, they should make accurate and truthful claims about green activities, avoid misleading information about green activities and the environmental attributes of products, and refrain from using misleading images.\u003c/p\u003e\u003cp\u003eThis study leaves gaps for future research. It was conducted with tourists of tourism businesses in Vietnam. Therefore, research is needed with businesses in other fields to provide further evidence to confirm the links between these factors. This research explores the GVC-outcome relationship from the customer perspective, thus, in the future, studies can analyze the factors affecting customers\u0026rsquo; GVC and the impact of GVC on business performance.\u003c/p\u003e"},{"header":"Declarations","content":"\u003cp\u003e\u003cstrong\u003eEthics approval\u003c/strong\u003e\u003cp\u003eThe study was conducted in compliance with the standards of the Scientific Council, the Ethics Review Board of the University of Commerce. The research protocol was reviewed and approved by the Ethics Review Board (ERB) of the University of Commerce, dated November, 5th 2025. All procedures involving human participants were performed in compliance with the institutional and national research committee guidelines.\u003c/p\u003e\u003c/p\u003e\u003cp\u003e\u003cstrong\u003eConsent to publication\u003c/strong\u003e\u003cp\u003eNot applicable.\u003c/p\u003e\u003c/p\u003e\u003cp\u003e\u003cstrong\u003eConsent to participate\u003c/strong\u003e\u003cp\u003eConsent to participate All participants were informed about the objectives and procedures of this study and voluntarily provided their informed consent prior to participation. Participation was optional, and confidentiality and anonymity of responses were maintained.\u003c/p\u003e\u003c/p\u003e\u003cp\u003e\u003ch2\u003eClinical trial registration details\u003c/h2\u003e\u003cp\u003eNot applicable.\u003c/p\u003e\u003c/p\u003e\u003cp\u003e\u003ch2\u003eCompeting interest\u003c/h2\u003e\u003cp\u003eThe authors declare no competing interests.\u003c/p\u003e\u003c/p\u003e\u003ch2\u003eFunding\u003c/h2\u003e\u003cp\u003eThis research is funded by Thuongmai University, Hanoi, Vietnam.\u003c/p\u003e\u003ch2\u003eAuthor Contribution\u003c/h2\u003e\u003cp\u003eNgan Thi Huyen Nguyen: Conceptualization, formal analysis, methodology, supervision, writing - original draft, writing-review and editing. Hanh Hong Duong: Data curation, investigation, methodology, supervision, writing-review and editing. Hang Thi Bich Tran: Data curation, investigation, validation, writing-review and editing. Nhung Thi Hong Duong: Conceptualization, formal analysis, investigation and writing-original draft.\u003c/p\u003e\u003ch2\u003eData Availability\u003c/h2\u003e\u003cp\u003eData is available on reasonable request.\u003c/p\u003e"},{"header":"References","content":"\u003cp\u003eAhmadi, A., \u0026amp; Ataei, A. (2024). Emotional attachment: a bridge between brand reputation and brand advocacy. \u003cem\u003eAsia-Pacific Journal of Business Administration, 16\u003c/em\u003e(1), 1-20. \u003c/p\u003e\n\u003cp\u003eAlshibly, H., \u0026amp; Chiong, R. (2015). Customer empowerment: Does it influence electronic government success? A citizen-centric perspective. \u003cem\u003eElectronic Commerce Research and Applications, 14\u003c/em\u003e(6), 393-404. \u003c/p\u003e\n\u003cp\u003eAnt\u0026oacute;n, C., Camarero, C., \u0026amp; Garrido, M.-J. (2018). Exploring the experience value of museum visitors as a co-creation process. \u003cem\u003eCurrent Issues in Tourism, 21\u003c/em\u003e(12), 1406-1425. \u003c/p\u003e\n\u003cp\u003eAssiouras, I., Skourtis, G., Giannopoulos, A., Buhalis, D., \u0026amp; Koniordos, M. (2019). Value co-creation and customer citizenship behavior. \u003cem\u003eAnnals of tourism Research, 78\u003c/em\u003e, 102742. \u003c/p\u003e\n\u003cp\u003eAuh, S., Menguc, B., Katsikeas, C. S., \u0026amp; Jung, Y. S. (2019). When does customer participation matter? An empirical investigation of the role of customer empowerment in the customer participation\u0026ndash;performance link. \u003cem\u003eJournal of marketing research, 56\u003c/em\u003e(6), 1012-1033. \u003c/p\u003e\n\u003cp\u003eBarnes, S. J., \u0026amp; Vidgen, R. T. (2014). Technology socialness and Web site satisfaction. \u003cem\u003eTechnological Forecasting and Social Change, 89\u003c/em\u003e, 12-25. \u003c/p\u003e\n\u003cp\u003eBaumgartner, H., \u0026amp; Homburg, C. (1996). Applications of structural equation modeling in marketing and consumer research: A review. \u003cem\u003eInternational journal of research in marketing, 13\u003c/em\u003e(2), 139-161. \u003c/p\u003e\n\u003cp\u003eBendapudi, N., \u0026amp; Leone, R. P. (2003). Psychological implications of customer participation in co-production. \u003cem\u003eJournal of marketing, 67\u003c/em\u003e(1), 14-28. \u003c/p\u003e\n\u003cp\u003eBhati, R., \u0026amp; Verma, H. V. (2020). Antecedents of customer brand advocacy: a meta-analysis of the empirical evidence. \u003cem\u003eJournal of Research in Interactive Marketing, 14\u003c/em\u003e(2), 153-172. \u003c/p\u003e\n\u003cp\u003eBilro, R. G., \u0026amp; Loureiro, S. M. C. (2023). I am feeling so good! Motivations for interacting in online brand communities. \u003cem\u003eJournal of Research in Interactive Marketing, 17\u003c/em\u003e(1), 61-77. \u003c/p\u003e\n\u003cp\u003eBitner, M. J. a. H., A.R. (1994). Encounter satisfaction versus overall satisfaction versus quality. \u003cem\u003eService Quality: New Directions in Theory and Practice\u003c/em\u003e, 72-94. \u003c/p\u003e\n\u003cp\u003eBu, Q., Jin, Y., \u0026amp; Li, Z. (2020). How does a customer prefer community or brand? The impacts of customer experience on customer loyalty based on the perspective of value co-creation. \u003cem\u003eJournal of Contemporary Marketing Science, 3\u003c/em\u003e(3), 281-302. \u003c/p\u003e\n\u003cp\u003eCermak, D. S., File, K. M., \u0026amp; Prince, R. A. (1994). Customer participation in service specification and delivery. \u003cem\u003eJournal of applied business research, 10\u003c/em\u003e(2), 90. \u003c/p\u003e\n\u003cp\u003eChan, K. W., Yim, C. K., \u0026amp; Lam, S. S. (2010). Is customer participation in value creation a double-edged sword? Evidence from professional financial services across cultures. \u003cem\u003eJournal of marketing, 74\u003c/em\u003e(3), 48-64. \u003c/p\u003e\n\u003cp\u003eChathoth, P., Altinay, L., Harrington, R. J., Okumus, F., \u0026amp; Chan, E. S. (2013). Co-production versus co-creation: A process based continuum in the hotel service context. \u003cem\u003eInternational Journal of Hospitality Management, 32\u003c/em\u003e, 11-20. \u003c/p\u003e\n\u003cp\u003eChen, S. C., Raab, C., \u0026amp; Tanford, S. (2015). Antecedents of mandatory customer participation in service encounters: An empirical study. \u003cem\u003eInternational Journal of Hospitality Management, 46\u003c/em\u003e, 65-75. \u003c/p\u003e\n\u003cp\u003eCheng, H., Liu, Q., \u0026amp; Bi, J.-W. (2021). Perceived crowding and festival experience: The moderating effect of visitor-to-visitor interaction. \u003cem\u003eTourism Management Perspectives, 40\u003c/em\u003e, 100888. \u003c/p\u003e\n\u003cp\u003eCheung, F. Y. M., \u0026amp; To, W. M. (2016). A customer-dominant logic on service recovery and customer satisfaction. \u003cem\u003eManagement Decision, 54\u003c/em\u003e(10), 2524-2543. doi:10.1108/MD-03-2016-0165\u003c/p\u003e\n\u003cp\u003eDelmas, M. A., \u0026amp; Burbano, V. C. (2011). The drivers of greenwashing. \u003cem\u003eCalifornia management review, 54\u003c/em\u003e(1), 64-87. \u003c/p\u003e\n\u003cp\u003eDong, B., \u0026amp; Sivakumar, K. (2017). Customer participation in services: domain, scope, and boundaries. \u003cem\u003eJournal of the Academy of Marketing Science, 45\u003c/em\u003e(6), 944-965. \u003c/p\u003e\n\u003cp\u003eEast, R., Hammond, K., \u0026amp; Lomax, W. (2008). Measuring the impact of positive and negative word of mouth on brand purchase probability. \u003cem\u003eInternational journal of research in marketing, 25\u003c/em\u003e(3), 215-224. \u003c/p\u003e\n\u003cp\u003eF\u0026uuml;ller, J., \u0026amp; Bilgram, V. (2017). The moderating effect of personal features on the consequences of an enjoyable co-creation experience. \u003cem\u003eJournal of Product \u0026amp; Brand Management, 26\u003c/em\u003e(4), 386-401. \u003c/p\u003e\n\u003cp\u003eF\u0026uuml;ller, J., M\u0026uuml;hlbacher, H., Matzler, K., \u0026amp; Jawecki, G. (2009). Consumer empowerment through internet-based co-creation. \u003cem\u003eJournal of management information systems, 26\u003c/em\u003e(3), 71-102. \u003c/p\u003e\n\u003cp\u003eGuo, Y., Wang, L., \u0026amp; Yang, Q. (2020). Do corporate environmental ethics influence firms\u0026rsquo; green practice? The mediating role of green innovation and the moderating role of personal ties. \u003cem\u003eJournal of Cleaner Production, 266\u003c/em\u003e, 122054. doi:10.1016/j.jclepro.2020.122054\u003c/p\u003e\n\u003cp\u003eHair, J. F. (2009). \u003cem\u003eMultivariate data analysis\u003c/em\u003e (7th ed.). Pearson.\u003c/p\u003e\n\u003cp\u003eHan, X., Fang, S., Xie, L., \u0026amp; Yang, J. (2019). Service fairness and customer satisfaction: Mediating role of customer psychological empowerment. \u003cem\u003eJournal of Contemporary Marketing Science, 2\u003c/em\u003e(1), 50-62. \u003c/p\u003e\n\u003cp\u003eHarrigan, P., Roy, S. K., \u0026amp; Chen, T. (2021). Do value cocreation and engagement drive brand evangelism? \u003cem\u003eMarketing Intelligence \u0026amp; Planning, 39\u003c/em\u003e(3), 345-360. \u003c/p\u003e\n\u003cp\u003eHennig‐Thurau, T. (2004). Customer orientation of service employees: Its impact on customer satisfaction, commitment, and retention. \u003cem\u003eInternational journal of service industry management, 15\u003c/em\u003e(5), 460-478.\u003c/p\u003e\n\u003cp\u003eHoyer, W. D., Chandy, R., Dorotic, M., Krafft, M., \u0026amp; Singh, S. S. (2010). Consumer cocreation in new product development. \u003cem\u003eJournal of Service Research, 13\u003c/em\u003e(3), 283-296. \u003c/p\u003e\n\u003cp\u003eIoannou, I., Kassinis, G., \u0026amp; Papagiannakis, G. (2023). The impact of perceived greenwashing on customer satisfaction and the contingent role of capability reputation. \u003cem\u003eJournal of Business Ethics, 185\u003c/em\u003e(2), 333-347. \u003c/p\u003e\n\u003cp\u003eJillapalli, R. K., \u0026amp; Wilcox, J. B. (2010). Professor brand advocacy: do brand relationships matter? \u003cem\u003eJournal of Marketing Education, 32\u003c/em\u003e(3), 328-340. \u003c/p\u003e\n\u003cp\u003eKhamwon, A., \u0026amp; Masri, P. (2020). Brand experience, brand love, and brand advocacy: A case of premium smartphone. \u003cem\u003eInternational Journal of Technology Management and Information System, 2\u003c/em\u003e(3), 21-26. \u003c/p\u003e\n\u003cp\u003eLaud, G., \u0026amp; Karpen, I. O. (2017). Value co-creation behaviour\u0026ndash;role of embeddedness and outcome considerations. \u003cem\u003eJournal of Service Theory and Practice, 27\u003c/em\u003e(4), 778-807. doi:10.1108/JSTP-04-2016-0069\u003c/p\u003e\n\u003cp\u003eLee, D. (2018). Strategies for technology-driven service encounters for patient experience satisfaction in hospitals. \u003cem\u003eTechnological forecasting and social change, 137\u003c/em\u003e, 118-127. \u003c/p\u003e\n\u003cp\u003eLusch, R. F., \u0026amp; Vargo, S. L. (2006). Service-dominant logic: reactions, reflections and refinements. \u003cem\u003eMarketing theory, 6\u003c/em\u003e(3), 281-288. \u003c/p\u003e\n\u003cp\u003eLyon, T. P., \u0026amp; Maxwell, J. W. (2011). Greenwash: Corporate environmental disclosure under threat of audit. \u003cem\u003eJournal of economics \u0026amp; management strategy, 20\u003c/em\u003e(1), 3-41. \u003c/p\u003e\n\u003cp\u003eLyu, J., Cao, K., \u0026amp; Yang, S. (2022). The impact of value co-creation behavior on customers\u0026rsquo; experiences with and loyalty to P2P accommodations. \u003cem\u003eFrontiers in Psychology, 13\u003c/em\u003e, 988318. \u003c/p\u003e\n\u003cp\u003eMelancon, J. P., Noble, S. M., \u0026amp; Noble, C. H. (2011). Managing rewards to enhance relational worth. \u003cem\u003eJournal of the Academy of Marketing Science, 39\u003c/em\u003e(3), 341-362. \u003c/p\u003e\n\u003cp\u003eMerlo, O., Eisingerich, A. B., \u0026amp; Auh, S. (2013). Why customer participation matters. \u003cem\u003eMIT Sloan Management Review\u003c/em\u003e. \u003c/p\u003e\n\u003cp\u003eNadeem, W., Tan, T. M., Tajvidi, M., \u0026amp; Hajli, N. (2021). How do experiences enhance brand relationship performance and value co-creation in social commerce? The role of consumer engagement and self brand-connection. \u003cem\u003eTechnological Forecasting and Social Change, 171\u003c/em\u003e, 120952. \u003c/p\u003e\n\u003cp\u003eNormann, R., \u0026amp; Ramirez, R. (1993). From value chain to value constellation: Designing interactive strategy. \u003cem\u003eHarvard business review, 71\u003c/em\u003e(4), 65-77. \u003c/p\u003e\n\u003cp\u003eNyilasy, G., Gangadharbatla, H., \u0026amp; Paladino, A. (2014). Perceived greenwashing: The interactive effects of green advertising and corporate environmental performance on consumer reactions. \u003cem\u003eJournal of Business Ethics, 125\u003c/em\u003e(4), 693-707. \u003c/p\u003e\n\u003cp\u003eOpata, C. N., Xiao, W., Nusenu, A. A., Tetteh, S., \u0026amp; Asante Boadi, E. (2021). The impact of value co-creation on satisfaction and loyalty: The moderating effect of price fairness (empirical study of automobile customers in Ghana). \u003cem\u003eTotal Quality Management \u0026amp; Business Excellence, 32\u003c/em\u003e(11-12), 1167-1181. \u003c/p\u003e\n\u003cp\u003eParguel, B., Benoit-Moreau, F., \u0026amp; Russell, C. A. (2015). Can evoking nature in advertising mislead consumers? The power of \u0026lsquo;executional greenwashing\u0026apos;. \u003cem\u003eInternational Journal of Advertising, 34\u003c/em\u003e(1), 107-134. \u003c/p\u003e\n\u003cp\u003ePayne, A. F., Storbacka, K., \u0026amp; Frow, P. (2008). Managing the co-creation of value. \u003cem\u003eJournal of the Academy of Marketing Science, 36\u003c/em\u003e, 83-96. \u003c/p\u003e\n\u003cp\u003ePrahalad, C. K., \u0026amp; Ramaswamy, V. (2004). Co‐creating unique value with customers. \u003cem\u003eStrategy \u0026amp; leadership, 32\u003c/em\u003e(3), 4-9.\u003c/p\u003e\n\u003cp\u003ePrebensen, N. K., Kim, H., \u0026amp; Uysal, M. (2016). Cocreation as moderator between the experience value and satisfaction relationship. \u003cem\u003eJournal of Travel Research, 55\u003c/em\u003e(7), 934-945. \u003c/p\u003e\n\u003cp\u003eRamani, G., \u0026amp; Kumar, V. (2008). Interaction orientation and firm performance. \u003cem\u003eJournal of marketing, 72\u003c/em\u003e(1), 27-45. \u003c/p\u003e\n\u003cp\u003eRehman, S. U., \u0026amp; Shafiq, M. (2019). Role of brand experience in building brand loyalty: mediating role of brand trust and brand commitment. \u003cem\u003eSouth Asian Review of Business and Administrative Studies (SABAS), 1\u003c/em\u003e(1), 41-56. \u003c/p\u003e\n\u003cp\u003eReid, M. (2003). IMC\u0026ndash;performance relationship: further insight and evidence from the Australian marketplace. \u003cem\u003eInternational Journal of Advertising, 22\u003c/em\u003e(2), 227-248. \u003c/p\u003e\n\u003cp\u003eRini, E., \u0026amp; Sembiring, B. (2022). \u003cem\u003eThe effect of customer engagement and brand advocacy on brand value co-creation.\u003c/em\u003e Paper presented at the 19th International Symposium on Management (INSYMA 2022).\u003c/p\u003e\n\u003cp\u003eSchultz, D. E., \u0026amp; Bailey, S. E. (2000). Customer/brand loyalty in an interactive marketplace. \u003cem\u003eJournal of Advertising Research, 40\u003c/em\u003e(3), 1-12. \u003c/p\u003e\n\u003cp\u003eSenan, N. A. M., Al-Kahtani, S. M., Alanazi, I. D., AbdAlatti, A., Alshadadi, M. A., Alhebri, A., \u0026amp; Mohammad, R. A. (2025). Unveiling the linkages between greenwashing, brand hate, and negative consumer behavior: the moderating effect of environmental concern. \u003cem\u003eDiscover Sustainability, 6\u003c/em\u003e(1), 446. \u003c/p\u003e\n\u003cp\u003eSolakis, K., Katsoni, V., Mahmoud, A. B., \u0026amp; Grigoriou, N. (2022). Factors affecting value co-creation through artificial intelligence in tourism: A general literature review. \u003cem\u003eJournal of Tourism Futures\u003c/em\u003e. \u003c/p\u003e\n\u003cp\u003eSommakettarin, A., \u0026amp; Khamwon, A. (2020). Service quality, customer experience quality, customer satisfaction and brand advocacy. \u003cem\u003eInternational Journal of Business and Economy, 2\u003c/em\u003e(3), 31-37. \u003c/p\u003e\n\u003cp\u003eSpeer, P. W., Peterson, N. A., Armstead, T. L., \u0026amp; Allen, C. T. (2013). The influence of participation, gender and organizational sense of community on psychological empowerment: The moderating effects of income. \u003cem\u003eAmerican journal of community psychology, 51\u003c/em\u003e(1), 103-113. \u003c/p\u003e\n\u003cp\u003eSride, P., \u0026amp; Pounglek, W. (2025). The Influence of Service Quality, Brand Trust, and Customer Satisfaction Affecting Brand Advocacy of Government Hospitals in Bangkok. \u003cem\u003eJournal of Business, Innovation and Sustainability (JBIS), 20\u003c/em\u003e(2). \u003c/p\u003e\n\u003cp\u003eTabachnick, B. G., Fidell, L. S., \u0026amp; Ullman, J. B. (2007). \u003cem\u003eUsing multivariate statistics\u003c/em\u003e (Vol. 5): Pearson Boston, MA.\u003c/p\u003e\n\u003cp\u003eTchorek, G., Brzozowski, M., Dziewanowska, K., Allen, A., Kozioł, W., Kurtyka, M., \u0026amp; Targowski, F. (2020). Social capital and value co-creation: the case of a polish car sharing company. \u003cem\u003eSustainability, 12\u003c/em\u003e(11), 4713. \u003c/p\u003e\n\u003cp\u003eVargo, S. L., \u0026amp; Lusch, R. F. (2004). Evolving to a new dominant logic for marketing. \u003cem\u003eJournal of marketing, 68\u003c/em\u003e(1), 1-17. \u003c/p\u003e\n\u003cp\u003eVargo, S. L., \u0026amp; Lusch, R. F. (2016). Institutions and axioms: an extension and update of service-dominant logic. \u003cem\u003eJournal of the Academy of Marketing Science, 44\u003c/em\u003e, 5-23. \u003c/p\u003e\n\u003cp\u003eVarshneya, G., \u0026amp; Das, G. (2017). Experiential value: Multi-item scale development and validation. \u003cem\u003eJournal of Retailing and Consumer Services, 34\u003c/em\u003e, 48-57. \u003c/p\u003e\n\u003cp\u003eVerhoef, P. C., Lemon, K. N., Parasuraman, A., Roggeveen, A., Tsiros, M., \u0026amp; Schlesinger, L. A. (2009). Customer experience creation: Determinants, dynamics and management strategies. \u003cem\u003eJournal of retailing, 85\u003c/em\u003e(1), 31-41. \u003c/p\u003e\n\u003cp\u003eWagner, T., Lutz, R. J., \u0026amp; Weitz, B. A. (2009). Corporate hypocrisy: Overcoming the threat of inconsistent corporate social responsibility perceptions. \u003cem\u003eJournal of marketing, 73\u003c/em\u003e(6), 77-91. \u003c/p\u003e\n\u003cp\u003eWalz, A. M., \u0026amp; Celuch, K. G. (2010). The effect of retailer communication on customer advocacy: The moderating role of trust. \u003cem\u003eJournal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 23\u003c/em\u003e, 95-110. \u003c/p\u003e\n\u003cp\u003eWilk, V., Soutar, G. N., \u0026amp; Harrigan, P. (2020). Online brand advocacy (OBA): the development of a multiple item scale. \u003cem\u003eJournal of Product \u0026amp; Brand Management, 29\u003c/em\u003e(4), 415-429. \u003c/p\u003e\n\u003cp\u003eWoratschek, H., Horbel, C., \u0026amp; Popp, B. (2020). Determining customer satisfaction and loyalty from a value co-creation perspective. \u003cem\u003eThe Service Industries Journal, 40\u003c/em\u003e(11-12), 777-799. \u003c/p\u003e\n\u003cp\u003eXie, L., Li, D., \u0026amp; Keh, H. T. (2020). Customer participation and well-being: the roles of service experience, customer empowerment and social support. \u003cem\u003eJournal of Service Theory and Practice, 30\u003c/em\u003e(6), 557-584. \u003c/p\u003e\n\u003cp\u003eYi, Y., \u0026amp; Gong, T. (2013). Customer value co-creation behavior: Scale development and validation. \u003cem\u003eJournal of Business Research, 66\u003c/em\u003e(9), 1279-1284. doi:10.1016/j.jbusres.2012.02.026\u003c/p\u003e\n\u003cp\u003eZhang, Y., Liu, Y., \u0026amp; Tao, W. (2022). The Influence of Tourists\u0026rsquo; Online Value Co-creation Behavior on Consumer-Brand Relationship Quality: The Moderating Effect of Altruism. \u003cem\u003eFrontiers in Psychology, 13\u003c/em\u003e, 950546. \u003c/p\u003e\n\u003cp\u003eZimmerman, M. A., \u0026amp; Rappaport, J. (1988). Citizen participation, perceived control, and psychological empowerment. \u003cem\u003eAmerican journal of community psychology, 16\u003c/em\u003e(5), 725-750. \u003c/p\u003e"}],"fulltextSource":"","fullText":"","funders":[],"hasAdminPriorityOnWorkflow":false,"hasManuscriptDocX":true,"hasOptedInToPreprint":true,"hasPassedJournalQc":"","hasAnyPriority":false,"hideJournal":true,"highlight":"","institution":"","isAcceptedByJournal":false,"isAuthorSuppliedPdf":false,"isDeskRejected":"","isHiddenFromSearch":false,"isInQc":false,"isInWorkflow":false,"isPdf":false,"isPdfUpToDate":true,"isWithdrawnOrRetracted":false,"journal":{"display":true,"email":"[email protected]","identity":"researchsquare","isNatureJournal":false,"hasQc":true,"allowDirectSubmit":true,"externalIdentity":"","sideBox":"","snPcode":"","submissionUrl":"/submission","title":"Research Square","twitterHandle":"researchsquare","acdcEnabled":true,"dfaEnabled":false,"editorialSystem":"","reportingPortfolio":"","inReviewEnabled":false,"inReviewRevisionsEnabled":true},"keywords":"Brand advocacy, experience value, green value co-creation behavior, perceived greenwashing, perceived green empowerment, satisfaction","lastPublishedDoi":"10.21203/rs.3.rs-7840000/v1","lastPublishedDoiUrl":"https://doi.org/10.21203/rs.3.rs-7840000/v1","license":{"name":"CC BY 4.0","url":"https://creativecommons.org/licenses/by/4.0/"},"manuscriptAbstract":"\u003cp\u003eThis paper presents a study on green value co-creation behavior in the relationship to tourists\u0026rsquo; 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.\u003c/p\u003e","manuscriptTitle":"How Green Value Co – Creation and Perceived Greenwashing Affect Customer Brand Advocacy in the Vietnam’s Tourism Industry","msid":"","msnumber":"","nonDraftVersions":[{"code":1,"date":"2025-12-01 06:56:26","doi":"10.21203/rs.3.rs-7840000/v1","editorialEvents":[{"type":"communityComments","content":0}],"status":"published","journal":{"display":true,"email":"[email protected]","identity":"researchsquare","isNatureJournal":false,"hasQc":true,"allowDirectSubmit":true,"externalIdentity":"","sideBox":"","snPcode":"","submissionUrl":"/submission","title":"Research Square","twitterHandle":"researchsquare","acdcEnabled":true,"dfaEnabled":false,"editorialSystem":"","reportingPortfolio":"","inReviewEnabled":false,"inReviewRevisionsEnabled":true}}],"origin":"","ownerIdentity":"56966413-bf0f-4889-b58b-8118cbbecfa3","owner":[],"postedDate":"December 1st, 2025","published":true,"recentEditorialEvents":[],"rejectedJournal":[],"revision":"","amendment":"","status":"posted","subjectAreas":[],"tags":[],"updatedAt":"2026-02-18T08:56:57+00:00","versionOfRecord":[],"versionCreatedAt":"2025-12-01 06:56:26","video":"","vorDoi":"","vorDoiUrl":"","workflowStages":[]},"version":"v1","identity":"rs-7840000","journalConfig":"researchsquare"},"__N_SSP":true},"page":"/article/[identity]/[[...version]]","query":{"redirect":"/article/rs-7840000","identity":"rs-7840000","version":["v1"]},"buildId":"8U1c8b4HqxoKbykW_rLl7","isFallback":false,"isExperimentalCompile":false,"dynamicIds":[84888],"gssp":true,"scriptLoader":[]}