| dc.description.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. | en_US |
