A field study was conducted using an online and offline survey to testthe proposed hypotheses. The questionnaire was translated into theVietnamese language. In addition, a back-translation method was fol-lowed to accurately depict the exact meaning of the questionnaire inthe target language (Tyupa,2011). To minimize response bias and helprespondents understand the statements, a native speaker distributedthe final version of the survey to the respondents. To increase theprobability of completing the questionnaire, respondents had theoption of completing the questionnaire online or in paper format,whichever method they preferred. A non-probabilistic purposive sam-pling technique was employed, which is considered useful in researchon green product purchasing experience (Suki,2016). Respondentshave a green product buying experience, such as buying and consum-ing a sustainable product at least once during the past 6 months(Tewari et al.,2022) (see Table1). Respondents were asked to com-plete the questionnaire remembering their selected brand purchaseand think about the image and the claims and advertising of thatbrand. The respondents were informed about the data's objectivesand confidentiality to counteract non-response bias. Before the distri-bution of the final survey, a preliminary test was carried out among50 respondents to ensure the structure and validity of the surveyinstrument. The survey instrument was developed through Googleforms and a link to the questionnaire was generated. Of the500 respondents,n=262 (52.4%) responded in a manner that wouldbe useful for data analysis. The sample size is above 200, which is rea-sonable for structural equation modelling (SEM) analysis (Bagozzi &Yi,2012; Hair et al.,2010).4.2|MeasuresThe first section of the questionnaire contained questions about vari-ables, and demographic information was requested from respondentsat the end section of the questionnaire. The green advertising recep-tivity variable was measured using four scale items adapted from thestudy of Tewari et al. (2022). The scale items of the non-deceptionvariable were operationalized based on the Cheung and To (2021)study. The green brand image was operationalized using four scaleitems from the study of Lin and Zhou (2022). Four green brand trustmeasures and three measures of purchase intention variable areadapted from the study of Konuk et al. (2015). The scale items fortransparency are adapted from the study by Lin et al. (2021). All scaleelements of the questionnaire were measured using the Likert 5-pointscale ranging from (Akturan,2018)strongly disagreeto (Banerjeeet al.,1995)strongly agree.4.3|Statistical techniqueTo check the hypothesized relationships and fitness of the model, weused the SEM technique. To analyse the data, this study used the par-tial least squares (PLS) methodology with the assistance of theSmartPLS computer program 3.0. SmartPLS is a statistical softwarewith a graphical user interface for variance-based SEM analysis usingthe PLS path modelling method. According to Hair et al. (2010), SEManalysis is appropriate in research with multiple constructs and repre-sented by several variables that allow the relationships to be esti-mated altogether. (Summarise  this methodology )