FACTORS INFLUENCING GREEN COSMETICS CONSUMPTION BEHAVIOR OF YOUNG PEOPLE IN DANANG CITY

Abstract

This study examines the factors influencing the intention to purchase and purchasing behavior of young people in Danang city towards green cosmetics. Based on survey data from 517 consumers, the results of the Structural Equation Modeling (SEM) analysis show that attitude, environmental awareness, price perception, subjective norms, trust, availability, and perceived quality have a positive impact on the intention to consume green cosmetics, which in turn affects the actual purchasing behavior of green cosmetics. Based on these findings, the study proposes several practical implications to enhance the consumption intention and promote the green cosmetic consumption behavior among young people in Danang city.