Bridge between sensory perceptions and green cosmetics purchase intention in Ho Chi Minh City

Abstract

This study investigates the relationship between sensory perceptions and green purchase intentions in the green cosmetics industry in Ho Chi Minh City. The research framework is grounded in key theories such as Sensory Marketing Framework (2012), the PAD model, the Circumplex Model of Affect, the Theory of Planned Behavior (TPB), and the Stimuli-Organism-Response (SOR) model. The study focuses on the impact of sensory perceptions in driving consumer behavior ( visual, acoustic, olfactory, and haptic perception) on emotional res ponses (arousal and pleasure), green attitudes, and purchase intentions. Using a mixed - methods approach, 385 residents of Ho Chi Minh City participated in online surveys, and the data were analyzed with SPSS 2020 for descriptive statistics and SmartPLS 4 f or structural equation modeling. The findings indicate that elements of sensory perceptions significantly influence both emotional responses and green attitudes, which in turn drive purchase intentions for green cosmetics. All sensory stimuli were found to positively impact arousal and pleasure ( exception of acoustic perception) . Moreover, the study reveals that sensory stimuli have a strong positive effect on green attitudes, suggesting that sensory marketing strategies can enhance consumers ’ green attitud es. Specially, with mediating relationship, t he findings suggest that sensory perceptions, especially visual, olfactory, and haptic, significantly contribute to consumer purchase intention, often through emotional states like arousal and pleasure. While gr een attitude does not always mediate these relationships, the study underscores the importance of emotions. The study highlights the importance of tailoring sensory marketing efforts to create immersive experiences that stimulate emotional responses and reinforce green attitudes. The study suggests that green cosmetic stores can benefit from creating multisensory stimuli that appeal to consumers’ senses, the likelihood of sustainable purchases.