| dc.description.abstract | The purpose of this study was to examine the factors that impact Generation
Z consumers' intent to purchase green cosmetics in Ho Chi Minh City, Vietnam. The
research framework developed in this study has five independent variables (Attitude,
Subjective Norm, Perceived Behavioral Control, Green Brand Positioning, and
Environmental Concern), one dependent variable (Purchase Intention), and two
moderating variables (Country of Origin, Price Sensitivity) based on a review of existing
published research. Throughout this research, the quantitative approach is employed,
which integrates several statistical approaches such as Reliability Test, Exploratory Factor
Analysis (EFA), Pearson's Correlation Analysis, and Regression Analysis applying SPSS
software version 22.0. The questionnaire was given to 349 Vietnamese Gen Z respondents
in Ho Chi Minh City, and 300 valid replies were recorded.
Aside from the elimination of the factor Green Brand Positioning according
to EFA, the study's findings revealed that all remaining independent variables (Attitude,
Subjective Norm, Perceived Behavioral Control, and Environmental Concern) influenced
the purchasing intentions of Gen Z consumers, with Environmental Concern being the most
significant predictor. Country of Origin and Price Sensitivity were found to have no
moderating influence on the Attitude-Purchase Intention and Perceived Behavioral
Control-Purchase Intention relationships, respectively. In summary, this study still had
limitations. However, this study can offer some key guidelines for the Vietnamese
cosmetics sector and future research in the relevant field. | en_US |
