Factors Affecting Green Skincare Purchase Intentions: A Case Study Of Hcmc

Abstract

This thesis explores the factors affecting green skincare purchase intentions among consumers in Ho Chi Minh City (HCMC), using a case study approach. With the increasing importance of sustainability in consumer behavior, this study aims to identify the key determinants that influence the decision to purchase eco-friendly skincare products. The research employs the Theory of Planned Behaviour as a framework and examines seven variables: attitude, subjective norms, perceived behavioural control, environmental knowledge, green perceived value, perceived consumer effectiveness, perceived price. A quantitative method was applied, gathering data through a questionnaire distributed to 246 respondents randomly selected from different age and income groups. Exploratory Factor Analysis (EFA) and Structural Equation Modeling (SEM) were used to analyze the data. The findings indicate that attitude, perceived behavioural control, environmental knowledge, green perceived value, perceived consumer effectiveness, while perceived price acts as a barrier. Despite identifying key influencers, the regression analysis revealed no significant relationship between subjective norms and green skincare products purchasing intention. In conclusion, the research identifies several challenges within the context of green skincare marketing in HCMC. Recommendations are provided to help marketers and companies better understand and address these factors, ultimately fostering a more effective and sustainable market for green skincare products.