| dc.description.abstract | Ecological sustainability has become an international phenomenon in the twenty-first
century, prompting cosmetic firms to become more environmentally conscious and to
advance their ecological product line to satisfy the expectations of these potential
customers. In Vietnam, the cosmetics industry has been booming. Hundreds of
thousands of cosmetic brands have emerged in various forms, including the
establishment of representative offices, agents, sales distributors, enterprises, and
manufacturing facilities ("Cập nhật về thị trường mỹ phẩm Việt Nam: Cơ hội và thách
thức", 2021). Most of the world's most well-known brands have a presence in Vietnam,
the high-end cosmetics brands like Estee Lauder, Lancome, Shiseido, L’oreal are
among them. Some domestic brands have established a certain position such as
Thorakao, Thai Duong as well. This tendency was reinforced by social media, which
greatly affected customer perception toward more sustainable behavior patterns. The
presence of Social Media on purchase intention and motivation was investigated based
on the Theory of Planned Behavior (TPB). The objectives of this paper was to
determine the role of social media on buying behavior via digital platforms. The sample
was gathered via Google form through social media and offline methods. In this study,
Structural Equation Modeling (SEM) was utilized to develop the survey in relation to
the Likert scale model. Social media has a positive influence on attitudes toward green
products, altruistic value, and subjective norm, according to the outcomes of an
investigation of 520 responses. Furthermore, health awareness is an additional
factor that has a direct influence on purchase intention | en_US |
