Factors affecting green purchase intention in HCMC - The case of natural and organic personal care product
Abstract
This research aims to explore the factors contributing to the green purchase intention for the product category of natural and organic personal care in case of consumers residing in the area of HCMC. In short, the research was conducted to have a deeper understanding for a well application and implication of the relevant factors based on the popular Theory of Planned behavior with the new introduced variable of Consumer knowledge. The primary purpose is to construct a tentative model based on a strong foundational framework that is hoped to be more thorough and accurate in pinpointing the exact influences for the complex consumer purchase behavior of the product subject.
This study was quantitative collecting surveys from 325 Vietnamese consumers of the category, data were carefully analyzed by SPSS version 23 software. The study result implies the factors adopted from Theory of Planned behavior model as a significant tool when evaluating the green purchase intention of Vietnamese consumers on the natural and organic personal care product category.
Implications and recommendations drawn from this study can serve as reference for business and marketers alike to craft appropriate and effective marketing strategies for the product categories based on the insight of proper influences on consumer’s purchase motivation.