Factors affecting consumers’ purchasing behavior in the green cosmetics industry: The case study of generation z in Ho Chi Minh City

Abstract

The global market for organic and natural products, particularly within the cosmetics industry, has experienced a significant transformation, driven by rising consumer awareness about health, environmental sustainability, and a growing preference for eco-friendly alternatives. Despite this global shift, the market for organic skincare and makeup products in Vietnam, especially in Ho Chi Minh city, remains underdeveloped. The disparity highlights a gap in research concerning the purchasing behavior of Generation Z (1995-2009), a key demographic in this rapidly expanding market. Therefore, this study was conducted to explore the factors influencing the purchasing behavior of organic cosmetics among younger people of Ho Chi Minh city, categorized as Generation Z. The study aims to achieve three main objectives: Firstly, identifying the primary factors that affect purchasing decisions. Secondly, analyzing how these elements affect purchase decision-making of consumers. Thirdly, offering theoretical and managerial implications for green cosmetic brands and policy makers. A quantitative research design was employed, with an online survey collecting 273 valid responses from Gen Z consumers. The data were analyzed using SmartPLS 4.1.0.9 software, with a 5-point Likert scale ensuring a detailed and accurate examination of the variables. The results of the study reveal significant relationships between several key factors, including green cosmetics knowledge, environmental concern, consumer trust, price perception, attitude towards green cosmetics, subjective norms, perceived behavioral control, green cosmetics purchase intention and actual behavior. This study contributes to a deeper understanding of the green purchasing behavior of Generation Z, providing actionable insights for businesses in the organic cosmetics industry. By addressing the factors identified in this research, brands can refine their strategies to better connect with this environmentally aware demographic and promote the wider adoption of green cosmetic products in Ho Chi Minh city and other locations in Vietnam in the future