Factors Influencing Consumer Behavior to Purchase Vegan Cosmetics in Vietnam

Abstract

The research aims to examine the factors that significantly influenced consumer behavior to purchase vegan cosmetics in Vietnam, including Reference Group, Consumer Perception, Salesperson Attitude, Product Quality, Price, Place, Promotion, and Brand. Data was collected through self-administered close-ended questionnaire from a sample of 480 consumers in Vietnam. For analysis purpose, SPSS 22 were used to confirm the validity concerns and determine the proposed relationship among selected variables. The output reveals that product quality is the strongest influencers of consumer behaviour to purchase vegan cosmetics, followed by Reference Group, Salesman Attitude, Place, Price, Promotion, Brand and Consumer Perception. This study provides a ‘snapshot’ to the government and cosmetics businesses about the determinants of consumer behaviour to purchase vegan cosmetics in Vietnam.

Keywords: factors, consumer behaviour, vegan cosmetics

DOI: 10.7176/JESD/14-6-03

Publication date:March 31^st 2023