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

Yam B. Limbu (), Long Pham and Thuy Thi Thu Nguyen
Additional contact information
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

Sustainability, 2022, vol. 14, issue 19, 1-15

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.

Keywords: green cosmetics knowledge; attitude toward green cosmetics purchase; subjective norms; green cosmetics purchase intention; self-efficacy (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (4)

Downloads: (external link)
https://www.mdpi.com/2071-1050/14/19/12599/pdf (application/pdf)
https://www.mdpi.com/2071-1050/14/19/12599/ (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:gam:jsusta:v:14:y:2022:i:19:p:12599-:d:932948

Access Statistics for this article

Sustainability is currently edited by Ms. Alexandra Wu

More articles in Sustainability from MDPI
Bibliographic data for series maintained by MDPI Indexing Manager ().