Investigating Factors Impacting Consumers’ Green Purchase Intention

Abstract

This research is conducted to figure out the factors that impact purchasing behavioral intention regarding green cosmetics of consumers in Ho Chi Minh City. The research model involving four independent variables, which are Attitude, Subjective Norms, Moral Norms, and Perceived Behavior Control and one dependent variable, Purchase Intention, which are adapted from Liu et al. (2019). The research data was collected from 348 consumers within Ho Chi Minh City. Later, the data analysis is performed using SPSS software. The results include descriptive statistics, reliability test, EFA, CFA, and SEM. All variables are proved to have direct positive influence on Purchase Intention. In addition, indirect impact of Subjective Norms and Moral Norms is also supported. With that, this research contributes to the understanding consumers’ green purchase behavior for marketers, which helps them target the right needs of customers.