Factors Affecting Gen Z's Intention To Buy Green Cosmetics Through The Intermediate Variable Of Consumers' Attitude

Abstract

This study looks at customers' intentions to buy green cosmetics and explores the variables that might potentially affect such intentions through the intermediary variable of consumers' attitudes among Vietnam's Generation Z. We combine eco-label, green brand position, and green product knowledge to the Theory of Planned Behavior (TPB) to create a novel model for assessing consumers' green purchasing intentions (GI) through consumers' attitudes (CA). A self-administered questionnaire was used to gather 211 valid responses in total, and PLS-SEM was used to do the analysis. Findings indicate that among Generation Z, the desire to buy green cosmetics is strongly and favorably correlated with attitude, subjective norms, perceived behavior control, green brand position, green product knowledge, and eco-label. The results provided evidence in favor of the integrated paradigm and illustrated how consumer attitude plays a mediating role in the formation of green purchasing intent. These results show that the integrative framework is supported and that consumer attitudes play a mediating role in the development of green purchase intention. Additionally, the findings demonstrated how the integrated framework helped the TPB model achieve high fertility by introducing fresh brand and environmental elements like eco-label, green product knowledge, and green brand positioning to create a lens that can predict and explain consumer attitudes toward green products and their intentions to make them. Contributions from the realms of theory, management, and policy are examined.