越南消費者購買環保化妝品的意願之研究：從計劃行為理論的觀點探討

Abstract

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Twenty-one century, with the continuous development of the economy, along with development is the environmental degradation day by day. A number of environmental problems as well as natural disasters occurring in succession and especially the COVID-19 pandemic in these two years, organizations and people mentioned as a matter of concern in all aspects of life. Being aware of that, consumers are now more worried about their health and the environment their living in, consumers start to looking for variety of method to protect the environment that we are living in, and changing from typical products to green products is also one of them.Nowadays, purchasing and using green products is no longer a stranger thing in many countries but still very new with Vietnam, therefore Vietnam is chosen to be the object of this study. As studied, the increasing number of people who are involved in using eco-friendly products proves that the potential of this market in the future. Not only organic food, but many other products are also being interesting. Cosmetic products are also one of them, consumers require products not only bring beauty but also do not bring any bad effect on people's life quality. The foremost goal of this research is to inquire into Vietnamese consumers' intent to invest in green cosmetic products constructed on a theory, which was introduced by Ajzen in 1985 and ameliorated in 1991, that is the Theory of Planned Behavior (TPB). An online survey was made and invited to attend, 222 Vietnamese had participated and structural equation modeling was put into practice to dive into the collected information. The finding coveys that on the intend to behave buying green cosmetic products of Vietnamese consumers, only the performance of perceived behavioral control and health concern was out of the limelight.The results from this thesis may help retailers to obtain a greater level of insight into consumers' reactions to green cosmetic products, therefore, having a better strategy in investing green cosmetic industry in Vietnam. The findings can also help to shave potential marketing strategies to enlarge consumers’ points of view to buy green cosmetic products.