Investigate customer's purchase intention toward botanical cosmetics
Abstract
The development of cosmetic industry in Vietnam and the rise of need for natural or plant extracted cosmetics lead to increase number of botanical cosmetic business in this market. The competition between business and the demand for choosing the most suitable botanical cosmetics of consumer generates a need to understand how customer’s perception influences their intention of purchasing this kind of cosmetics. This study is based on the theory of planned behavior and other concepts of country and origin and price sensitivity to investigate the buying intention of customer in Vietnam market, especially in Hochiminh city. To analyze the proposed model of investigation, this study first test the reliability and validity based on Cronbach’s Alpha and factor analysis, then Confirmatory factor analysis and Structural equation model is applied to test the possibility of hypotheses.