| dc.description.abstract | This study aimed to examine the factors affecting young consumers’ behavioral
intentions toward green products in South Vietnam, specifically focusing on Co Mem Green
Cosmetics. The research framework comprises five independent variables: Attitude, Subjective
Norm, Perceived Behavioral Control, Willingness to Pay Premium, and Environmental
Concern. Employing a quantitative approach, the study integrated various statistical
techniques, including Reliability Test, Exploratory Factor Analysis (EFA), Correlation
Analysis, and Regression Analysis using SPSS software version 20.0. The survey was
administered to 277 Vietnamese young consumers in South Vietnam, resulting in 240 valid
responses.
The study identified that all independent variables (Attitude, Subjective Norm,
Perceived Behavioral Control, Willingness to Pay Premium, and Environmental Concern)
significantly influenced the behavioral intentions of young consumers. Notably, Willingness
to Pay Premium emerged as the most significant predictor. Despite some limitations, this
research provides valuable recommendations for the Co Mem Green Cosmetics sector and
informs future studies in this domain. | en_US |
