Influence of green marketing on green buying behavior towards personal care products: A study on young people in Ho Chi Minh city

Abstract

As people become more aware of environmental concerns, they are more inclined to make ecologically beneficial purchases. To address the demands of environmentally conscious consumers, marketers worldwide are experimenting with and manufacturing environmentally friendly products in various categories. The green marketing idea is indeed prevalent in various businesses and nations. Especially for young people who are oriented towards personal care products, they are more concerned and intend to consume because they are worried about their health and surrounding environmental issues. This study aimed to investigate the effects of green marketing activities on customer buying behavior. Green consumerism, variables influencing consumer buying behavior, and green marketing tactics were examined. The study used quantitative and qualitative techniques using a standardized survey questionnaire to collect 319 respondents. Except for green brands, the other green marketing activities that are tested affect young people's buying behavior in a positive way in general. Furthermore, environmental knowledge helps to mediate the link between green marketing and consumer buying behavior. In this way, the current study contributes to the body of knowledge by studying green marketing approaches in Ho Chi Minh City with and without environmental experience. The survey results suggest that marketers and businesses should focus on both improving products’ quality and building green marketing campaigns to affect the young’s green buying behavior positively.