Study about natural cosmetics: Factors affect purchase intention and purchase behavior of consumers in Ho Chi Minh City

Abstract

The current study makes an endeavor to figure out not only the resistances towards the consumer’s intention of purchasing natural cosmetics but also exploring the relationship between intention and behavior of the consumers. Following two moderating variables, environmental concern and health concern, the study demonstrates two other factors that have a decent impact on some of the results. Furthermore, one controlled variable - Income concern is considered to be a key aspect to have a significant effect on consumer’s purchase behavior. An online survey is conducted in Ho Chi Minh City by consumers with differences in demographic characteristics to collect primary data. All the data collected within three weeks (from January 1st, 2023 to January 22nd, 2023) will be processed by SPSS software and other analysis tools. The findings show that the Value Barriers are cut from the original model. Moreover, research results show a striking difference from this study's first anticipation is that two of the concerns (Health and Environment) do not moderate any associations. However, the result still contributes a lot of significant implications. In conclusion, the study conveys the natural cosmetics industry’s insights needed for marketers, scholars, cosmetics manufacturers, stockholders, and so on that use the findings from this study to support their own plans of development.