Dieu Linh Ha

Introduction As Vietnam’s rapid development and economic growth continue to fuel M&A activity, domestic and foreign companies increasingly find their deals subject to Vietnam’s merger control regime. The Vietnam Competition Commission (VCC)’s recently published report for 2024 shows increases of 8.7% and 29.2% on 2023 and 2022 respectively in the number of transactions notified to the VCC.

2.4.5. Moderating role of greenwash perception. Consumers with positive attitudes toward green products are more likely to exhibit green purchase behavior [3,68]. However, greenwash perception can moderate this relationship. If consumers perceive greenwashing, their positive attitude towards green products may weaken, leading to a decreased likelihood of green purchases. Subjective norms represent societal influences on consumer behavior [69].