Ấn phẩm:
Antecedents of green repurchase intention in the Vietnamese cosmetics industry: the role of green authenticity perception
Nhan đề song song
Người hướng dẫn
Tác giả chính
Nguyen Thuy Van MSc.
Tác giả khác
Năm xuất bản
2026
Nhà xuất bản
Học viện Tài chính
Tóm tắt
This study analyzes the impact of five factors on Vietnamese consumers' green repurchase intention in the cosmetics industry within the context of the increasingly prevalent greenwashing phenomenon, including: green authenticity perception, green trust, environmental concern, health consciousness, and perceived green value. Data were collected from 180 Vietnamese consumers with experience in using green cosmetics products through an online survey and analyzed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method with SmartPLS 4.0 software. The results show that all five factors have significant positive effects on green repurchase intention, with green trust having the strongest impact (β = 0.352), followed by perceived green value (β = 0.260), green authenticity perception (β = 0.250), health consciousness (β = 0.216), and environmental concern (β = 0.141). The model explains 69.5% of the variance in green repurchase intention. The study provides important implications for green cosmetics businesses in developing authentic and sustainable marketing strategies in the Vietnamese market.
Mục lục
Địa chỉ truy cập
Số trang
Ngôn ngữ
vie
Trích dẫn
ISBN
ISSN
Định danh khác
Tài liệu chủ
Tài liệu tham khảo
Chủ đề
greenwashing , green trust , repurchase intention , green cosmetics , PLS-SEM
Kiểu tài liệu
Topic
Topic con
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