[Research Contribution] What Drives Young Consumers to Buy Green Skincare in Vietnam’s Big Cities?

Keywords: "green" skincare, environmental concern, subjective norm, perceived behavioral control, price consciousness, and the Theory of Planned Behavior.

A study by the University of Economics Ho Chi Minh City on the topic "What Drives Young Consumers to Buy Green Skincare in Vietnam’s Big Cities?" has shown that the intention to buy 'green' skincare products among young consumers not only depends on environmental awareness but is also influenced by various psychological and social factors.

What makes young people willing to choose "green" skincare products?

First, concern for the environment is the starting point of green consumption. The environmental issue is currently a matter of concern, and young consumers are starting to pay more attention to the impact of the products they use on the ecosystem. Research shows that environmental concerns can influence how consumers perceive and evaluate green products. Once environmental awareness is raised, consumers will have a more positive attitude toward eco-friendly skincare products.

Secondly, consumers' attitudes toward "green" skincare products are the foundation of their shopping intentions. The attitude toward green skincare products determines whether consumers form an intention to purchase the product. Once they trust that these products are safe for health, environmentally friendly, and provide long-term benefits, they will have a positive evaluation and be willing to consider choosing them. Therefore, a positive attitude can become an important foundation for promoting the intention to purchase green skincare products.

Thirdly, the influence from those around contributes to raising the awareness of young consumers. Beside personal awareness, the influence from family, friends, or the community can also affect consumers' purchasing decisions. When those around them support or encourage the use of environmentally friendly products, each individual will feel that choosing those products is appropriate and more socially accepted. This contributes to encouraging the purchase intention of young consumers.

Fourth, the feeling of being qualified to make a choice is also a factor that drives the purchase intention. The extent to which consumers feel they have the ability to perform that behavior is also an important factor. If consumers believe they have enough information, financial capability, or access to green skincare products, they are more likely to intend to purchase. Conversely, if they feel that accessing these products is too difficult or lacking in resources, the intention to purchase may decrease.

Finally, price awareness is a practical factor in the purchasing decision. Although many consumers are concerned about the environment, price remains an important factor in the decision-making process. Green skincare products are often more expensive than regular products, so consumers' price sensitivity can affect their purchase intentions. Once consumers feel that the price aligns with the value the product provides, they will be more willing to choose green skincare products.

Green cosmetics and opportunities for sustainable consumption

Research results have shown that the intention of young consumers to purchase "green" skincare products not only depends on environmental awareness but is also influenced by various psychological and social factors. Therefore, to attract the preferences of consumers toward green skincare products, companies in the cosmetics industry need to focus on building a brand image associated with sustainable values, while also using communication to help customers clearly understand the environmental and health benefits that these products bring. If consumers understand the value of the product, they will have a positive attitude and be more willing to choose the product.

In addition, businesses also need to pay attention to the factors of price and consumer accessibility. Developing green products at reasonable prices or diversifying market segments will help more young consumers have access to environmentally friendly products. At the same time, community outreach activities and the promotion of a green lifestyle can also contribute to creating new social norms, thereby encouraging consumers to develop the habit of choosing sustainable skincare products in their daily lives.

The research paper has indirectly contributed to SDG 3, 12, and 13.

The authors: Le Thuy Duong, Dang Ha Phuong - University of Economics Ho Chi Minh City.

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More Information:

SDG 3 – Good Health and Well-being emphasizes the importance of ensuring comprehensive health and improving the quality of life for people of all ages. This includes reducing maternal and child mortality, preventing epidemics, increasing access to essential healthcare services and medicines, as well as encouraging healthy lifestyles. A healthy society depends not only on modern healthcare systems but also on active community participation in creating safe and healthy living environments.

SDG 12 – Responsible Consumption and Production focuses on ensuring sustainable production and consumption patterns, thereby reducing pressure on natural resources, minimizing waste, and limiting environmental pollution. This goal emphasizes the importance of effective waste management, optimal use of resources, and promoting changes in consumer behavior at both individual and community levels, particularly through education and awareness.

SDG 13 – Climate Action calls for urgent measures to combat climate change and its adverse impacts by reducing greenhouse gas emissions, enhancing adaptive capacity, and raising public awareness. This goal goes beyond national-level policies and requires changes in individual and community behaviors in daily life, especially in areas directly linked to waste generation and management.

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