Organic cosmetics and environmental consciousness: investigating factors influencing actual purchase behavior of students in Ho Chi Minh City

Abstract

Consumers are increasingly interested in health and looking for organic and natural products. In Vietnam in general and Ho Chi Minh City in particular, the practice of organic skin care products in terms of businesses is still underdeveloped. Despite the fact that currently using skin care products is a trend, consumers in Vietnam always prefer to use foreign skin care products (such as Korea, China,...). Although there have been studies and articles on skin care cosmetics in Vietnam, there are very few studies on the consumption behavior of organic skin care cosmetics among students in Ho Chi Minh City - a potential market in Vietnam. The study focuses on three main objectives: (1) Determining the factors affecting students' behavior of using organic cosmetics in Ho Chi Minh City, (2) Testing and measuring the impact of these factors. influence on students' behavior of using organic cosmetics in Ho Chi Minh City, (3) Proposing managerial implications as a reference basis for the management of organic cosmetics supply can increase the number of customers using it through the factors tested from the research model. Based on data collected from 500 students, research results confirm the relationship between Health consciousness, Environmental consciousness, Appearance consciousness, Product knowledge, Price consciousness, Subjective Norm, Attitude towards organic cosmetics, Purchase intention and Actual behavior. Research shows that perceived value is an important predictor of intention to subscribe to a music streaming service. Besides, other factors also have a significant impact on intention to subscribe to music streaming services, which are: Subjective Norm, Involvement and Interest, Free Mentality, Idolatry excluding Attitude towards piracy