| dc.description.abstract | Over the past few years, the importance of proper skin-care products’
ingredients has been increasing. The spread of personal stories of cosmetics
containing toxic ingredients that negatively affect health and appearance of
consumers warned and persuaded women to consider spending on high-quality beauty
and personal care products instead. Purchasing organic or natural beauty products
rather than those consisting of harmful chemicals or toxics ingredients, is considered
as a new trend. Many famous global brands launched their natural remedies and
products for consumers. Local companies will face strong competition from
international players. Without understanding Vietnamese consumer behavior towards
skin-care products, it would be challenging to devise robust and effective strategies.
This empirical study is conducted to identify how Theory of Planned Behavior
(Ajzen, 1991) related factors influence purchase intention of consumers towards
organic skin care products. The examined factors include consumer standards, attitude
of consumers, subjective norms, as well as perception of behavioral control
For this quantitative research, body lotion and facial serum were given as
sample products during the survey process. The survey was conducted online with
150 Vietnamese female participants, 121 met the standards to be input as primary data
for the study. Following by data analysis, it is indicated by findings that two
consumer standards Health Consciousness together with Appearance Concerns
positively influenced attitude towards buying organic skin-care products. Moreover,
Attitude and Perceived Behavioral are significant predictors of intention to purchase
organic dermis products. To the contribution to Theory of Planned Behavior model,
researcher of this study added Consumer Standards as a causal factor.
Suggestions for local business are to emphasize on safe and reliable beauty
standards of product, natural lifestyle marketing, affordable pricing strategy together
with dynamic development to gain attention as well as to increase consumer
intentions to buy individual all-organic care products. | en_US |
