Factors influencing consumers' purchase intention toward green beauty care and cosmetic
Abstract
With the increasing ecological sensitivity, the appearance of green beauty products seem to attract a lot of consumers who perceived environmental responsibility. The research on green purchase intention is expected to help green cosmetics brand owners understand more about buyers’ behavior over green products. Hence, the current study is aimed to examine the determinants influencing on consumers’ purchasing intention toward green beauty care and cosmetic products in Vietnam context. The research framework is developed based on Theory of Planned Behavior (TPB) by Ajzen (1991), which is extended with two added factors – price reasonability and perceived quality. Besides, quantitative research method is well-employed to gain valuable insights via survey conducted by 320 potential consumers of green beauty industry.
The outcomes derived from present study revealed that perceived behavioral control is the key antecedent in anticipating customers’ willingness to buy. Followed by consumers’ perceived quality, price reasonability, social norm and buyers’ attitude - which vary from the most to the least significant impact over buying intention. Beyond the academic contribution, some practical implications for green beauty business are also suggested. In particular, marketers can promote effective communication by stressing out the benefits of product attributes – eco-friendly, safety, using word-of-mouth marketing to spread out brand image. Most importantly, build green products image become a “good value for money” products, reduce affordability issue by maintain the reasonable price.
Keywords: green beauty care and cosmetic product, attitude, perceived behavioral control, subjective norm, perceived quality, price reasonability, green purchase intention