Predictors of Green Cosmetics Purchase Intentions among Young Female Consumers in Vietnam

Yam B. Limbu, Long Pham, Thuy Thi Thu Nguyen

Research output: Contribution to journalArticlepeer-review

6 Scopus citations

Abstract

Using the Information–Motivation–Behavioral Skills (IMB) model as a theoretical framework, we examine the direct effects of knowledge, attitude, and subjective norms on young women’s intention toward purchasing green cosmetics, and whether self-efficacy mediates these effects. Data were collected from 433 young female consumers and analyzed using the PROCESS macro for SPSS. Green-cosmetics-related knowledge and motivation (attitude and subjective norms) were positively related to green cosmetics purchase intention. Self-efficacy partially mediated the effects of knowledge, attitude, and subjective norms on purchase intention. The IMB model offers a useful framework for understanding the factors affecting young Vietnamese women’s intention toward purchasing green cosmetics. Marketers promoting green cosmetics should aim to increase consumers’ confidence in comprehending their products.

Original languageEnglish
Article number12599
JournalSustainability (Switzerland)
Volume14
Issue number19
DOIs
StatePublished - Oct 2022

Keywords

  • attitude toward green cosmetics purchase
  • green cosmetics knowledge
  • green cosmetics purchase intention
  • self-efficacy
  • subjective norms

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