| dc.description.abstract | The evolution of digital platforms provides effective communication means that
benefits marketers' promotion strategy and brand's value. Moreover, this is a great
way to spread the concept of veganism and ethical purchasing behavior to potential
customers. Along with the modern shift to the vegan lifestyle, this research is
conducted to identify the factors that affect customer's purchase intention for beauty
products.
The study occurred in Viet Nam and received 286 participants aged between 18
and 40, there are 270 qualified answers collected for data processing. By examining
the relationship of social media sharing related to vegan and cruelty-free cosmetics to
purchase intention, the study provides evidence that customers are influenced by the
standard norms, and internal motivation (altruism and egoism) from social media
information. This also includes the effect on the attitude toward vegan and cruelty free products and contributes to the buying process. The results reflected that most
people are influenced by altruistic and egoistic ideas from their social media
connection which subsequently leads to a greater level of attitudes toward such
concepts and then purchasing intention. | en_US |
