Analyzing Determinants Influencing The Purchase Behavior Towards Green Cosmetic Product Among Vietnamese Generation Z Consumers: An Investigation Through The Theory Of Planned Behavior

Abstract

This study aims to investigate the factors that influence the intention and purchasing behavior toward green cosmetics among Gen Z consumers in Vietnam by expanding the framework of the Theory of Planned Behavior. The extension of the TPB framework included two additional factors of environmental concern and health consciousness. This study chose convenience sampling to select respondents and has collected 424 respondents, which contains 31 invalid from individuals that have not had any experiences with green cosmetics and 393 valid survey responses from young generation consumers in Vietnam who have used or are interested in learning about green cosmetics. Besides that, the study utilized the PL-SEM model to determine the impact of the factors (environmental concern, health consciousness, attitude, subjective norms, perceived behavioral control) on young consumers’ purchase intention and monitoring the relationship between behavior intention and actual behavior. The findings showed that young consumers' purchase intentions towards green cosmetics were positively influenced by the three antecedents of the Theory of Planned Behavior (TPB). Besides that, environmental concern have had a significant influence on the TPB. The study also discovered that Gen Z consumers’ attitudes and their intention to green cosmetics were strongly impacted by health consciousness. Furthermore, the relationship between intention and behavior was shown to be positive, indicating that consumers' purchase intentions can lead to actual purchasing behavior. The paper fills in the existing gaps regarding the behavior of young consumers in purchasing green cosmetics in the Vietnamese context. Moreovers, the findings are useful for sustainable cosmetics businesses in building marketing strategies, creating and adjusting suitable cosmetics products in order to meet the expectations and the demands of consumers’ who follow “green consumerism”.