The impact of green logistics perception on green purchase intention for cosmetics products on e-commerce platforms among youth in Ho Chi Minh City

Abstract

The strong growth of e-commerce has contributed to a substantial increase in logistics activities globally. Along with this growth is the increasingly serious problem of environmental pollution, in which logistics activities contribute to making environmental pollution more serious. In response to this situation, businesses have been implementing green logistics practices to minimize negative environmental impacts. However, studies regarding the perception of green logistics on green purchase intentions are still limited, especially in the field of cosmetics on e-commerce platforms of young people in HCMC. For this reason, this study plans to focus on studying the impact of the perception of green logistics on green purchase intentions for cosmetics on e-commerce platforms of youth in HCMC. The study was performed on a sample of 500 young people aged 16 to 27, who reside, study, and work in HCMC. Data were collected through a survey questionnaire using a 5-point Likert scale and using SPSS 18.0 and SmartPLS 4.0 softwares to process data and validate the research model. Through the research process, we have developed a new research model to explore the impact of the perception of Green Logistics on Green Purchase Intention, with Customers’Attitude acting as a mediator and Green Brand Image as a moderator. The results show that the perception of various Green Logistics factors positively influences Customers’Attitude, with Green Transportation having the strongest impact. Customers’Attitude, in turn, has the most significant effect on Green Purchase Intention. However, the moderating role of Green Brand Image between Customers’Attitude and Green Purchase Intention is not demonstrated within the scope of this study. Based on the analysis and research findings, the authors have proposed several recommendations to help businesses meet the growing environmental demands of consumers, build a sustainable brand image, and strengthen their competitive advantage in the marketplace