Research On Factors Affecting Gen Z’s Intention to Buy Made-In-Vietnam Cosmetics: The Role of Social Media Marketing

To examine the factors affecting Gen Z's intention to buy Made in Vietnam cosmetics and the role of social media marketing on purchase intention, the research team analyzed data based on a survey of Gen Z young people in Vietnam. Data was collected from 141 young people, including 130 people who intended to/had bought Made in Vietnam cosmetics, and were included in the analysis of influencing factors. Research data were cleaned and quantitatively analyzed using SMARTPLS software. Research results indicate factors: “Environment concern” (CFE), “Perceived behavioral control” (PBC) và “Subjective norms” (SS) have a positive impact on the “Intention to buy Made in Vietnam cosmetics” (IBVNC) of Vietnamese gen Z with impact coefficient respectively: 0.393, 0.340, 0.240, factor “Attitude towards Made in Vietnam cosmetics” (ATCVN) not statistically significant enough to conclude on the relationship with the IBVNC factor. In addition, the research results have shown that “Social media marketing” (SM) has a significant impact on “Environmental concern” (CFE), “Perceived behavioral control” (PBC), “Attitude towards Made in Vietnam cosmetics” (ATCVN), “Subjective norms” (SS) with impact factors respectively: 0.823;0.798; 0.766; 0.721, show that “Social media marketing” (SM) have an indirect influence on “Intention to buy Made in Vietnam cosmetics” (IBVNC). With the research results, the research team proposed some exchanges and discussions to enhance the role of social media marketing, while promoting the intention to buy Made in Vietnam cosmetics of young people.