Factors affecting vegan cosmetics purchase intention of gen Z in Vietnam

To examine factors affecting vegan cosmetics purchase intention of Vietnamese gen Z. The study combines qualitative and quantitative methods, analyzing data from a survey of 124 young people in Vietnam, with 106 expressing an intention to buy vegan cosmetics. The collected data were analyzed using SMARTPLS software. The results, with a 95% confidence level, show that “Environmental concern” (CFE) influences “Attitude towards vegan cosmetics” (ATVC) with an impact coefficient of 0.771. The factors “Attitude towards vegan cosmetics” (ATVC) and “Perceived behavioral control”(PBC) influence “Purchase intention for vegan cosmetics” (IPVC) with impact coefficients of 0.487 and 0.392, respectively. The factor “Subjective norms” was not statistically significant in its relationship with IPVC. Based on these findings, the research provides discussions and suggestions to encourage young people to adopt environmentally friendly cosmetic products, particularly vegan cosmetics, to ensure the health and beauty of consumers.