| dc.description.abstract | The purpose of this study is to measure the young consumers’ purchase
intention for organic cosmetics products in Ho Chi Minh City, identify important factors
affecting this purchase intention and provide marketing recommendations which reflect
the research findings and analysis.
Based on the literature review, there are 5 variables (Attitudes toward Product,
Subjective Norms, Perceived Behavioral Control, Perceived Risk and Purchase Intention)
in research model which was developed and used as the theoretical framework for this
research.
As regards the methodology, quantitative and qualitative methods were
applied, the latter played the more important role. Specifically, the focus group interview
was conducted to have respondents’ feedback aboutmeasurement items and build up
questionnaire for the pilot test. Thanks to the valuable comments in this test, the
questionnaire was revised and finalized for further quantitative approach. In detail, the
questionnaire was designed by the Google Drive and shared on the Facebook to collect
responses of 150 respondents from 15-24 years old in Ho Chi Minh City. The data
gathered from the answered questionnaires would beanalyzed by SPSS software (version
16).
After analyzing, it is thought that the young consumers’ purchase intention for
organic cosmetics products in Vietnam is not considerably high, so the marketers need to
put more effort to motivate the youth to make more purchases. Besides, the tests pointed
out that dependent variable of Purchase Intention (PI) is positively affected by Attitudes
toward Product (AT), Subjective Norms (SN), Perceived Behavioral Control (PBC)
variables and negatively influenced by Perceived Risk (PR) variable. Moreover, the data
of this study rejected hypothesis H3, so Perceived Behavioral Control variable are proven
to have no effect on Purchase Intention.
Generally, the research findings may be helpful for manufacturers and
marketers in organic cosmetics industry in Vietnam. However, there were a number of
limitations in this study. Therefore, some recommendations and suggestions were
provided to help further research gain the higher level of reliability and accuracy. | en_US |
