The Influence of Green Marketing on Purchasing Behavior of Consumers in Cosmetics Industry in Vietnam

In recent years, Green Marketing has become more and more popular in developing countries, including Vietnam. Consumers are increasingly aware of the importance of protecting the environment leading to more consumption behavior of environmentally friendly products, especially in the cosmetic industr...

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Tác giả chính:	Trần Hoàng Quân
Đồng tác giả:	Nguyễn Thanh Minh
Định dạng:	Research Paper
Ngôn ngữ:	English
Thông tin xuất bản:	University of Economics Ho Chi Minh City 2024
Chủ đề:	Green Marketing Cosmetic Industry Purchasing Behavior
Truy cập trực tuyến:	https://digital.lib.ueh.edu.vn/handle/UEH/71644
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spelling	oai:localhost:UEH-716442024-08-23T20:04:05Z The Influence of Green Marketing on Purchasing Behavior of Consumers in Cosmetics Industry in Vietnam Trần Hoàng Quân Nguyễn Thanh Minh Bùi Cao Yến Diễm Trương Thị Bích Vân Nguyễn Thiên Phúc Cruyang Hoài Thương Green Marketing Cosmetic Industry Purchasing Behavior In recent years, Green Marketing has become more and more popular in developing countries, including Vietnam. Consumers are increasingly aware of the importance of protecting the environment leading to more consumption behavior of environmentally friendly products, especially in the cosmetic industry. Green Marketing emerged as a marketing strategy to help companies respond to the changing times. Will Green Marketing campaigns make a brand difference between businesses, and have any impact on consumer Purchasing Behavior? This study has four main objectives. Investigate the association of Green Marketing with Brand Factors (Brand Trust, Brand Love, Brand Loyalty) and Purchasing Behavior. Investigate the mediatory role of Brand Factors (Brand Trust, Brand Love, Brand Loyalty) between the association of Green Marketing with Purchasing Behavior. Proposing solutions to increase the trend and Purchasing Behavior of consumers in Vietnam. Illustrating the connection between Green Marketing and Vietnamese consumer Purchasing Behavior. The topic used Quantitative research methods to comprehend. During the research, Microsoft Excel was used to perform descriptive statistics and SmartPLS 4.0 software was used to verify the measurement model and the structural model. Research results show that the variables Green Marketing , Brand Trust, Brand Love and Brand Loyalty all have an influence on Purchasing Behavior. Research to help businesses in the cosmetics industry use Green Marketing as a creative marketing campaign in building brand elements such as Brand Trust, Brand Love and Brand Loyalty; as well as driving customer Purchasing Behavior 2024-08-20T02:02:40Z 2024-08-20T02:02:40Z 2024 Research Paper https://digital.lib.ueh.edu.vn/handle/UEH/71644 en Giải thưởng Nhà nghiên cứu trẻ UEH 2024 reserved 123 p. University of Economics Ho Chi Minh City
institution	Đại học Kinh tế Thành phố Hồ Chí Minh
collection	DSpaceUEH
language	English
topic	Green Marketing Cosmetic Industry Purchasing Behavior
spellingShingle	Green Marketing Cosmetic Industry Purchasing Behavior Trần Hoàng Quân The Influence of Green Marketing on Purchasing Behavior of Consumers in Cosmetics Industry in Vietnam
description	In recent years, Green Marketing has become more and more popular in developing countries, including Vietnam. Consumers are increasingly aware of the importance of protecting the environment leading to more consumption behavior of environmentally friendly products, especially in the cosmetic industry. Green Marketing emerged as a marketing strategy to help companies respond to the changing times. Will Green Marketing campaigns make a brand difference between businesses, and have any impact on consumer Purchasing Behavior? This study has four main objectives. Investigate the association of Green Marketing with Brand Factors (Brand Trust, Brand Love, Brand Loyalty) and Purchasing Behavior. Investigate the mediatory role of Brand Factors (Brand Trust, Brand Love, Brand Loyalty) between the association of Green Marketing with Purchasing Behavior. Proposing solutions to increase the trend and Purchasing Behavior of consumers in Vietnam. Illustrating the connection between Green Marketing and Vietnamese consumer Purchasing Behavior. The topic used Quantitative research methods to comprehend. During the research, Microsoft Excel was used to perform descriptive statistics and SmartPLS 4.0 software was used to verify the measurement model and the structural model. Research results show that the variables Green Marketing , Brand Trust, Brand Love and Brand Loyalty all have an influence on Purchasing Behavior. Research to help businesses in the cosmetics industry use Green Marketing as a creative marketing campaign in building brand elements such as Brand Trust, Brand Love and Brand Loyalty; as well as driving customer Purchasing Behavior
author2	Nguyễn Thanh Minh
author_facet	Nguyễn Thanh Minh Trần Hoàng Quân
format	Research Paper
author	Trần Hoàng Quân
author_sort	Trần Hoàng Quân
title	The Influence of Green Marketing on Purchasing Behavior of Consumers in Cosmetics Industry in Vietnam
title_short	The Influence of Green Marketing on Purchasing Behavior of Consumers in Cosmetics Industry in Vietnam
title_full	The Influence of Green Marketing on Purchasing Behavior of Consumers in Cosmetics Industry in Vietnam
title_fullStr	The Influence of Green Marketing on Purchasing Behavior of Consumers in Cosmetics Industry in Vietnam
title_full_unstemmed	The Influence of Green Marketing on Purchasing Behavior of Consumers in Cosmetics Industry in Vietnam
title_sort	influence of green marketing on purchasing behavior of consumers in cosmetics industry in vietnam
publisher	University of Economics Ho Chi Minh City
publishDate	2024
url	https://digital.lib.ueh.edu.vn/handle/UEH/71644
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The Influence of Green Marketing on Purchasing Behavior of Consumers in Cosmetics Industry in Vietnam

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