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Impact of Ethical Marketing Practices and Health Consciousness on Cosmetics Consumer Attitude and Purchase Intention: Evidence from Vietnam

Year: 2024

Type: article

Abstract: This study investigates the impact of ethical marketing practices and health consciousness on consumer attitudes and purchase intention for cosmetic products in Vietnam. A self-administered survey was conducted in August 2023 to collect data for our study. We received 250 valid responses after four months. SPSS software version 20 was employed for data analysis. Results showed that among three factors that affect consumer attitude, health consciousness played the most critical role, followed by product fairness and price fairness. Moreover, the attitude was confirmed in our study to affect the purchase intention of Vietnamese cosmetics consumers significantly. Our findings implied that cosmetic companies should tailor ethical marketing strategies to meet the preferences of Vietnamese consumers and boost their purchase intention.

Source: International Review of Management and Marketing

DOI: 10.32479/irmm.17122

Authors: Phuong Mai Nguyen, Huong-Linh Le, Nguyen-Nhu-Y Ho, Rez Alexis Dela Cruz, Luu Ly Tran, Vu Phuong Anh Do

Institutions: Vietnam National University, Hanoi, VNU International School, Thuyloi University, VNU University of Economics and Business

Language: English

Topic: Consumer Perception and Purchasing Behavior

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: gold

Estimated APC paid: $300

OpenAlex ID: W4403938538

FWCI: 1.415

Cites:

Cited by: 3

Related to: 10