Determinants Affecting The Purchasing Intention Of Vegan Cosmetics Among Gen Z In Ho Chi Minh City

Abstract

This study investigates the multifaceted dynamics influencing attitudes toward vegan cosmetics and their subsequent impact on consumer behavior. Through an exploration of key determinants, three pivotal factors emerged as primary influencers: health awareness, environment concern, animal welfare, and social influence. This research will center on consumers' intentions regarding purchasing vegan cosmetics in Ho Chi Minh City. The primary data was gathered through online surveys, using a quantitative approach with a sample size of 245. The target demographic comprises individuals residing in Ho Chi Minh City who have been interested in or have bought and used vegan cosmetics before. The study reveals a profound positive connection between health awareness and individuals' inclinations toward adopting vegan cosmetic products, emphasizing the growing importance of personal well-being in consumer choices. Environment concerns also emerged as a powerful driver the more they aware of environmental issues, the more consumers increasingly aligning their cosmetic preferences with eco-friendly and sustainable practices. Additionally, social influence also has direct ratio, whether through peer recommendations or societal trends, played a substantial role in shaping attitudes toward vegan cosmetics. In the end, marketers in the vegan industry will have a greater vision of how consumer behave toward vegan cosmetics in Vietnam by interacting those factors mentioned above, then strategies, planning, campaign will be visualized more with this study.