| dc.description.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”. | en_US |
