The rapid profitability associated with the "green" trend in the Personal Care & Wellness market has made greenwashing an inevitable byproduct. Despite updates to both international and Vietnamese regulations intended to address this issue, the phenomenon persists. This research investigates why marketers continue to risk employing greenwashing strategies under those regulations. All respondents are front-line marketers responsible for marketing campaign execution and industry experts with domain-specific insights, who serve as proxies for corporate strategy. These individuals are subject to direct legal oversight and are expected to demonstrate a requisite level of legal literacy as a prerequisite for professional action. Grounded in Vested Interest Theory and based on a survey of 233 industry marketers/ professionals, this study extends beyond mere perceptions of "green" concepts to examine the impact of regulatory pressure on greenwashing intention. Results from PROCESS Macro (SPSS) analysis provide empirical evidence identifying Egoistic and Altruistic values (Value-Relevance) as drivers of greenwashing intention, while Perceived Regulation Pressure (Outcome-Relevant Involvement) acts as a curbing factor. Furthermore, these findings offer implications for developing targeted financial and non-financial regulations to mitigate greenwashing in the Vietnamese market.

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