Document Type
Article
Publication Date
10-1-2022
Journal / Book Title
Sustainability Switzerland
Abstract
Using the Information–Motivation–Behavioral Skills (IMB) model as a theoretical framework, we examine the direct effects of knowledge, attitude, and subjective norms on young women’s intention toward purchasing green cosmetics, and whether self-efficacy mediates these effects. Data were collected from 433 young female consumers and analyzed using the PROCESS macro for SPSS. Green-cosmetics-related knowledge and motivation (attitude and subjective norms) were positively related to green cosmetics purchase intention. Self-efficacy partially mediated the effects of knowledge, attitude, and subjective norms on purchase intention. The IMB model offers a useful framework for understanding the factors affecting young Vietnamese women’s intention toward purchasing green cosmetics. Marketers promoting green cosmetics should aim to increase consumers’ confidence in comprehending their products.
DOI
10.3390/su141912599
MSU Digital Commons Citation
Limbu, Yam B. and Pham, Long, "Predictors of Green Cosmetics Purchase Intentions among Young Female Consumers in Vietnam" (2022). Department of Marketing Faculty Scholarship and Creative Works. 274.
https://digitalcommons.montclair.edu/marketing-facpubs/274
Rights
This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (https:// creativecommons.org/licenses/by/ 4.0/).
Published Citation
Limbu, Y. B., Pham, L., & Nguyen, T. T. T. (2022). Predictors of Green Cosmetics Purchase Intentions among Young Female Consumers in Vietnam. Sustainability, 14(19), 12599. https://doi.org/10.3390/su141912599