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

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  • Yam B. Limbu

    (Department of Marketing, Montclair State University, Montclair, NJ 07043, USA)

  • Long Pham

    (Department of Decision Sciences and Economics, Texas A&M University at Corpus Christi, Corpus Christi, TX 78412, USA)

  • Thuy Thi Thu Nguyen

    (School of Economics and Management, Hanoi University of Science and Technology, Hanoi 10000, 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’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.

Suggested Citation

  • Yam B. Limbu & Long Pham & Thuy Thi Thu Nguyen, 2022. "Predictors of Green Cosmetics Purchase Intentions among Young Female Consumers in Vietnam," Sustainability, MDPI, vol. 14(19), pages 1-15, October.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:19:p:12599-:d:932948
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    1. Yam B. Limbu & A. F. M. Jalal Ahamed, 2023. "What Influences Green Cosmetics Purchase Intention and Behavior? A Systematic Review and Future Research Agenda," Sustainability, MDPI, vol. 15(15), pages 1-15, August.
    2. Yam B. Limbu & Christopher McKinley & P. Ganesan & Tianfu Wang & Junzhou Zhang, 2023. "Examining How and When Knowledge and Motivation Contribute to Organic Food Purchase Intention among Individuals with Chronic Diseases: Testing a Moderated Mediation Model," Sustainability, MDPI, vol. 15(19), pages 1-16, October.

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