Unlocking the key drivers of consumer purchase intentions for organic cosmetics: A study in Can Tho City, Vietnam

Abstract

This study's objective to evaluate Can Tho City's customer behavior with respect to organic cosmetics. The research was carried out utilizing a cross-sectional descriptive design and a collection of inquiries according to the theory of planned behavior (TPB), which evolved from the 5-point Likert scale. The survey was undertaken to interview 559 Can Tho City residents who use organic cosmetics, applying various interview questions to measure their behavior when considering the characteristics of the research subjects. Research findings show that customers have a positive attitude towards skincare using organic cosmetics, and the trend toward safe, environmentally friendly products is increasing. Factors such as perceived behavioral control, advantages, difficulty, and subjective norms have a strong influence on customers' purchasing intentions. What is quite interesting is that promotion does not significantly affect consumer choices.In Viet Nam, organic cosmetics are not subject to any particular rules or regulations in this country, that lead many customers to see them as natural cosmetics. So that, businesses can develop policies, improve product quality specifically or create a discussion board where individuals may seek advice and impart additional organic cosmetics expertise. However, the number of survey samples is quite high (559), but this is still not statistically significant if you want to use it to analyze some anthropometric factors more closely and the factors surveyed are not all factors affecting the consumption behavior of organic cosmetics customers. The other researchs in the future can use different factors and theories to find or verify.