Factors Influence Consumer Purchase Intention Towards Green Cosmetic Products Among Female Consumer In Hochominh City

Abstract

Growing awareness of environmental issues and a shift towards healthier living have influenced consumer preferences, leading to a surge in demand for green cosmetics worldwide. These natural, chemical-free products are favored for their safety and eco-friendly qualities. Marketers are shifting their attention towards environmentally and health-conscious consumers in the cosmetic industry, due to the growing demand for sustainable products. Research on eco-friendly cosmetics in Vietnam is focusing on targeting the Gen Z demographic, rather than solely focusing on female millennials in Ho Chi Minh City. Hence, the objective of this research is to uncover the array of elements that impact the buying choices of Vietnamese female millennial, specifically in the realm of green beauty products. This research will analyze the influence of psychological and contextual factors, along with attitudes towards products, by incorporating nine hypotheses into a detailed model using structural equation modeling. The data collected from a large sample of 550 responses will be carefully analyzed using advanced SPSS and AMOS software. Among these, a total of 496 responses from professional female millennial aged 26-43 in Ho Chi Minh City have been validated. The findings reveal significant statistical relationships between the variables, highlighting the importance of factors such as past experiences, perceived price and quality, social appeal, and eco labeling on purchase intentions. This study not only presents important research results but also has practical implications for individuals in the green cosmetics industry, such as marketers, retailers, stakeholders, and other relevant parties. It examines the factors that impact the buying decisions of millennial women in Vietnam when it comes to green cosmetics. Moving forward, it is highly advisable for future research endeavors to broaden their focus to encompass male consumers and various provinces within Vietnam, thereby guaranteeing a more comprehensive representation of the populace.