Factor affecting on purchase intention “green” skincare cosmetics through socialnetworking sites of generation Z: A study in Ho Chi Minh City
Main Article Content
Abstract
This study aims to identify and evaluate the factors affecting the intention to buy green cosmetics on the social networking sites of Generation Z based on the findings of previous studies. With a research sample of 301 surveys, statistics show that people who intend to buy green skin care products are young, ranging from 18 to 24 years old, and use most social networking sites to access products, but mainly Facebook, TikTok, and Instagram pages. The results are partly due to the survey targeting students. The research scales are tested through reliability assessment Cronbach's alpha, exploratory factor analysis (EFA), and regression analysis. The results of the study show that five factors positively affect purchase intention, in descending order as follows: Experience, Perceived usefulness, Electronic word of mouth, Perceived product quality, and Trust. From the research results, the authors propose several solutions to help green cosmetic e-retailers on social networking platforms come up with plans to improve the purchasing intentions of generation Z
Article Details
Keywords
Generation Z, Green comestics, Purchase Intention, Social networking sites
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