Year: 2023
Type: article
Study design: Observational Study
Abstract: Doing business in big cities is always considered the top concern of business owners. Assessing customer concerns is a requirement. Especially for young customers. This study focuses on identifying and analyzing the influencing factors of Generation Z's intention to purchase green cosmetics in Ho Chi Minh City. The results indicate that four important factors are eco-label and brand certification, perception of behavioral control, perceived effectiveness, and subjective norms. Furthermore, the study offers practical recommendations to enhance these factors and educate the Gen Z community and businesses in Ho Chi Minh City about green cosmetics.
Authors: Minh Ly Duc, Le Vu Duc Anh, Le Thanh Duy, Huynh Hai Dang, Nguyen Hoang Tuan
Institution: Van Lang University
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4386919259