Factors affecting purchase intention of green cosmetics products toward young generation in Ho Chi Minh City

This research aims to discern the intricate impacts and interconnections among various factors including altruistic valuation, hedonic satisfaction, pro-environmental convictions, and personal ethical norms, in relation to the intention to procure green cosmetics. The scholarly exploration draws upon the Value-Belief-Norm (VBN) framework, adapting it to the context of green cosmetics within the Vietnamese university student consumer segment. A designed questionnaire was employed to gauge the research variables, which underwent assessment for content validity and reliability. The survey instrument was distributed among a sample of 318 individuals who had experience with green cosmetics. The findings illuminate that hedonic value exerts a significant and positive influence on pro-environmental beliefs. Conversely, the impact of altruistic values on pro-environmental beliefs was not found to be statistically significant. Additionally, the study unravels the favorable association between pro-environmental beliefs and personal norms, which subsequently shape consumers' decisions to embrace green cosmetics. The implications of these findings are extended to offer actionable insights for enterprises operating within the realm of green cosmetic products. Furthermore, the research study extends its purview to provide managerial recommendations, proposing a strategic approach tailored to this distinct market segment.