Predicting consumer purchase intention toward green beauty products in Ho Chi Minh city
Van, Le Thuy Thanh
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Eco-friendly beauty product is becoming the hottest trend in the world due to the increasing of importance of personal care and health benefit. Vietnam is not out of this trend since number of people interested in natural and organic beauty product is dramatically increasing over the last few years. Therefore, the market for green beauty products is very potential. Specifically, in this research, eco-friendly/organic beauty product is selected to be researched object. The main purpose of this study is to get an overall view, to obtain a deep understanding of consumer buying intention in Ho Chi Minh City toward natural beauty products. Therefore, the study aims to resolve the following problems: (1): What is the personal habit/experience of buyers in Ho Chi Minh City toward organic beauty products? (2): which factors affect consumer’s purchase intention toward green beauty products? (3): what are their attitudes toward green beauty products? (4): How do different determinant factors have impact on consumer purchased intention toward eco-friendly products in Ho Chi Minh City? During the research investigation process, a conceptual framework is built including independent variables (factors) and research dependent variable (purchasing intention) by applying the Theory of Planned Behavior. The quantitative approach is used in this study. After the questionnaire is designed, the data will be collected form reliable sources and distribute to respondents to get quantitative data. To zoom in further, this research will be target on age which is at least 18. Finally, the collected data were then complied by using the Software Packaged for Social Sciences (SPSS). From the finding of the previous researches, consumers’ behavioral believe/knowledge is showed to be related to their attitude. Based on the Theory of Planned Behavior, there are four factors that mainly and significantly affect buyer purchased intention in Ho Chi Minh City for organic beauty products. They are: Attitude, Subjective Norm, Perceived consumer effectiveness and Control on availability. This study may contain some limitations due to lack of time, personal experience, however, it can be useful for future researches.