Factors affecting the purchase intention of Vietnamese brand organic cosmetics in Can Tho City

Abstract

This study aims to analyze the factors influencing the purchasing intention of Vietnamese brands organic cosmetic among consumers in Can Tho city, while concurrently constructing a theoretical model suitable for the characteristics of consumers in this locality. Theoretically, the author has developed a model based on international models and domestic research, tailoring it to reflect the specific features of Can Tho city. This contributes to supplementing the existing knowledge base and expanding the applicability of the theory in the local context. Practically, the results of the study can support organic cosmetic businesses in gaining a deeper understanding of market demands and shaping marketing strategies to develop products that align with the specific expectations and values of consumers in Can Tho. Furthermore, the information obtained can assist in policy decisions and business strategies of the local government, particularly in the areas of sustainable development and health-conscious consumer trends. Data were collected from direct survey results 170 customers and analyzed using Cronbach’s Alpha coefficient, exploratory factor analysis (EFA) model and multivariate linear regression model. The analysis results show that there are 5 factors that positively affect the intention to buy Vietnamese brand organic cosmetics, including: (1) Environment conscious, (2) Health conscious, (3) Subjective norms, (4) Attitude and (5) Perceived quality. From there, the study proposes several solutions for Vietnamese-branded organic cosmetics businesses to promote consumers' purchase intention.