Limbu, YamPham, LongNguyen, Thuy Thi Thu2022-10-052022-10-0510/3/2022Limbu, 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/su141912599https://hdl.handle.net/1969.6/94066Using 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.en-USAttribution 4.0 Internationalhttp://creativecommons.org/licenses/by/4.0/green cosmetics knowledgeattitude toward green cosmetics purchasesubjective normsgreen cosmetics purchase intentionself-efficacyArticlehttps://doi.org/10.3390/su141912599