Determinants of organic cosmetic use in Ho Chi Minh City: A sustainability perspective

From the standpoint of sustainable consumption, this study examines the key factors influencing consumers’ decisions to use organic cosmetics in Ho Chi Minh City. Data from a survey of 380 consumers were analysed using reliability analysis, exploratory factor analysis, and multiple regression. The findings indicate that five factors–environmental awareness, perception of product price, product quality (PQ), convenience in use, and social norms–significantly impact consumer decisions. These results suggest that, beyond product attributes, consumers are also driven by sustainable values and societal influences. Managerial implications include the need for businesses to highlight environmental benefits, ensure consistent PQ, and adopt pricing and communication strategies aligned with consumers’ green values. This study enhances understanding of green consumer behaviour in emerging markets and offers practical recommendations for promoting sustainable consumption in the cosmetics sector.