FACTORS INFLUENCE PURCHASE INTENTION TOWARD ORGANIC COSMETICS: THE CASE IN HO CHI MINH CITY

Abstract

With the increasing eco-sensitivity, the emergence of eco-friendly beauty products seems to attract numerous environmentally conscious consumers. Besides, the spread of individual stories about cosmetic products containing toxic ingredients that adversely impact appearance and consumers' health has warned and convinced women to examine spending on organic cosmetic products instead. The research aims to measure the consumer’s purchase intention for organic cosmetic products, identifying important factors affecting the purchase living in Ho Chi Minh city region. In short, the research would be carried out in order to gain a better knowledge of prospective recommendations and applications of the key factors based on the Theory of Planned Behavior by Ajzen (1991). Three variables have been determined based on the literature review: Attitude, Subjective Norm, and Perceived Behavioral Control were combined with newly added variables of Brand Awareness, Price Reasonability, and Customer knowledge. In terms of approach, the quantitative research method was used to gain valuable insights through a survey conducted by 266 respondents. Specifically, the data would be collected via a questionnaire created by Google Drive and published on Facebook to collect responses from university students in Ho Chi Minh City. SPSS software (version 20) would be used to evaluate the information received from the completed questionnaires. The study shows the positive correlations between all independent variables against purchase intention. In addition, Price Reasonability has a greater impact than other aspects. It also discovers that Demographic factors have no effect on this buying intention.