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

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

doi:10.3390/su141912599

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

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

Marketing

Research output: Contribution to journal › Article › peer-review

11 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 language	English
Article number	12599
Journal	Sustainability (Switzerland)
Volume	14
Issue number	19
DOIs	https://doi.org/10.3390/su141912599
State	Published - Oct 2022

Keywords

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

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

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10.3390/su141912599

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title = "Predictors of Green Cosmetics Purchase Intentions among Young Female Consumers in Vietnam",

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{\textquoteright}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{\textquoteright}s intention toward purchasing green cosmetics. Marketers promoting green cosmetics should aim to increase consumers{\textquoteright} confidence in comprehending their products.",

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AU - Pham, Long

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AB - 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.

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

Abstract

Keywords

UN SDGs

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