Predictors of green cosmetics purchase intentions among young female consumers in Vietnam

Date

10/3/2022

Authors

Limbu, Yam
Pham, Long
Nguyen, Thuy Thi Thu

ORCID

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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.

Description

Keywords

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

Sponsorship

This research received no external funding.

Rights:

Attribution 4.0 International

Citation

Limbu, Y.B.; Pham, L.; Nguyen, T.T.T. Predictors of Green Cosmetics Purchase Intentions among Young Female Consumers in Vietnam. Sustainability 2022, 14, 12599. https://doi.org/10.3390/su141912599