sSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSsssssssssssssssssssssssssssssssssssssssssssssssssssssss
1 Table of contents Rationale ………………………………………………………………… 1.1 Problem statement …………………………………………………… 1.2 Research objectives ……………………………………………………3 1.3 Research questions …………………………………………………….3 Literature Review ……………………………………………………… 2.1 What is green cosmetics? 2.2 What is the purchase intention of buying products? ………………… 2.3 Factors affect the purchase intention of customers ……………………4 Theoretical Framework ………………………………………………… 4 Hypothesis Development………………………………………………… 4.1 The relationship between the level of knowledge about green cosmetics and purchase intention ……………………………………………… 4.2 The relationship between the social factors about green cosmetics and purchase intention……………………………………………… 4.3 The relationship between product availability of green cosmetics and purchase intention ……………………………………………… 4.4 Self-efficacy affects their intention to purchase green cosmetics into actual behavior……………………………………………………… Research methodology…………………………………………………… 5.1 Research Design……………………………………………………… 5.2 Population and Sample ……………………………………………… 5.3 Data collection methods ……………………………………………….8 Research Report Structure ……………………………………………….10 Time Frame ……………………………………………………………… 10 References …………………………………………………………………13 Rationale: 1.1 Problem statement: Cosmetics is a dispensable part of every woman's daily lives Nowadays, people are more worried about their health and environmental issues, so green cosmetics have appeared to meet the needs of women and gained a lot of attention from Vietnam consumers due to its great safety and environmental friendliness Consumers are more aware of the negative consequences of cosmetic items loaded with inorganic material because using personal care products is a common practice Young female consumers, especially educated working women, are highly motivated to use chemical-free cosmetics since they help protect human skin while having little to no negative environmental consequences 1.2 Research objectives: We wish to conduct this research to: (1) Identify the factors that affect purchase intention of female shoppers towards green cosmetics, (2) Boost the organic industry by giving a greater grasp of consumers' behavior when in the segment of green cosmetics, (3) Give a hand for green cosmetics products producers and retailers to acquire a comprehension of significant values that can influence consumers' attitudes toward purchasing intentions for these products 1.3 Research questions This research is designed to answer the following questions: - What factors influence purchase intention of females towards greener and safer products? - How has the buying intention of ladies changed from the past to recently? - How can women know more about green cosmetics? Literature review 2.1 What is green cosmetics? Green cosmetics, also called natural and organic cosmetics, consist of natural resources, such as fruit-based ingredients without chemicals, additives, or any non natural mixtures; they aim to preserve the environment and the welfare of animal species In other words, green cosmetics are produced without pesticides, synthetic chemicals, or animal testing Green cosmetics include a wide range of personal care products, including environmentally friendly creams, makeup, and beauty products 2.2 What is the buyers’ purchase intention? Purchase intention refers to the need and decision-making processes that consumers go through when purchasing a product or service It involves the psychological, social, and economic factors that influence consumer choices On the other hand, it is the likelihood or inclination of a consumer to buy a particular product or service 2.3 Factors affect the purchase intention of customers: Buyer's purchase intention is influenced by various factors, including: ● Personal Factors: These include the consumer's age, gender, occupation, lifestyle, personality, and individual preferences ● Psychological Factors: Psychological factors play a significant role in buyer's behavior These factors include perception, motivation, learning, beliefs, attitudes, and emotions ● Social Factors: Social factors encompass the influence of family, friends, social groups, culture, and society on consumer behavior These factors shape consumers' preferences, opinions, and buying decisions ● Economic Factors: Economic factors, such as income level, disposable income, savings, and economic conditions, influence consumers' purchasing power and their willingness to spend ● Brand image, perceived quality, perceived price and perceived value ● Decision-Making Process: Consumers typically go through a decision-making process when making a purchase This process includes problem recognition, information search, evaluation of alternatives, purchase decision, and post-purchase evaluation Theoretical framework: In our study, we choose the Information-Motivation-Behavioral Skills (IMB) model The model includes three key factors: information and knowledge about the behavior, individual motivation (including personal attitudes) and subjective norms (social influence), and behavioral skills such as self-efficacy We suppose that green cosmetics purchase intention is affected by the knowledge and attitude toward green cosmetics as well as by the interaction between them These relationships are moderated by self-efficacy The following figure represents the theoretical framework: We want to examine the direct effects of green cosmetics knowledge, attitude toward purchasing green cosmetics, and subjective norms on the intention to buy green cosmetics Additionally, we wish to explore the indirect effects of these factors through self-efficacy By applying the IMB framework, we aim to understand how these factors influence the purchase intention of women towards green cosmetics Hypothesis development: 4.1 The relationship between the level of knowledge about green cosmetics and purchase intention: A good level of knowledge about cosmetics and a green lifestyle positively influences purchase intentions for green cosmetics in Vietnam by empowering consumers to make informed choices, prioritize sustainability, and support brands that align with their values Knowledge about green cosmetics helps consumers in Vietnam comprehend the benefits and features of these products They become aware of the harmful effects of conventional cosmetics and the advantages of choosing environmentally friendly alternatives With this knowledge, consumers in Vietnam can actively seek out cosmetics with natural, organic, and eco-friendly ingredients Green lifestyle knowledge inspires consumers to prioritize sustainability and environmental conservation They understand the negative impact of conventional cosmetics on the environment, such as pollution, deforestation, and animal testing Armed with this knowledge, consumers in Vietnam are motivated to support brands that offer green cosmetics Consumers in Vietnam who are well-informed about these topics are more likely to research and seek out brands that are transparent, ethical, and committed to sustainability H1: The level of knowledge about cosmetics and green lifestyle has a positive impact on purchase intention green cosmetics in Vietnam 4.2 The relationship between the social factors about green cosmetics and purchase intention: Social norms and values: The social norms and values surrounding green and sustainable consumption may impact female shoppers' purchase intention If green cosmetics are considered fashionable and following the social rules, it may positively influence purchase intention Peer influence: The influence of friends, family, or social networks may play a role in shaping female shoppers' purchase intention towards green cosmetics Positive recommendations or social pressure from peers may increase purchase intention H2: The social factors about cosmetics and green lifestyle have a positive impact on purchase intention of green cosmetics in Vietnam 4.3 The relationship between product availability of green cosmetics and purchase intention: Product availability significantly impacts the intention to buy green cosmetics in Vietnam by providing convenience, increasing awareness and discovery, enabling trial and experience, building trust, and facilitating word-of-mouth recommendations Convenience: The availability of green cosmetics in easily accessible locations, such as local stores or online platforms, increases convenience for buyers in Vietnam When consumers can easily find and purchase green cosmetics without much effort or inconvenience, it enhances their intention to buy these products When green cosmetics are readily available in various retail outlets, it increases the chances of consumers in Vietnam coming across these products and becoming aware of their existence Greater visibility and availability of green cosmetics create opportunities for consumers to explore and discover new brands and products Availability allows consumers in Vietnam to physically interact with green cosmetics, such as testing samples or receiving expert advice in-store This hands-on experience helps them assess the quality, texture, scent, and effectiveness of the products When consumers find green cosmetics consistently available at reputable and well-known retailers or online platforms, it enhances their trust and confidence in the products The presence of green cosmetics in established stores or platforms implies that they have undergone certain quality checks and meet specific standards H3: Product availability positively impacts the intention to buy green cosmetics in Vietnam 4.4 Self-efficacy affects their intention to purchase green cosmetics into actual behavior In the context of green cosmetics purchase intention, self-efficacy can play a role as a mediator in the relationship between certain factors and the intention to purchase green cosmetics When self-efficacy mediates the relationship with green cosmetics purchase intention, it means that the level of self-efficacy a person has regarding their ability to make environmentally friendly choices influences their intention to purchase green cosmetics Therefore, while self-efficacy can mediate the relationship between certain factors and green cosmetics purchase intention, it is important to consider these other factors as well for a comprehensive understanding of consumer behavior in this domain Hence, we advance the following hypotheses: H4: Self-efficacy can influence the translation of knowledge into action, with individuals who have higher self-efficacy being more likely to turn their intention to purchase green cosmetics into actual behavior H5: Self-efficacy affects how attitudes translate into behavior, with individuals who have higher self-efficacy being more likely to turn their positive attitudes into actual purchase buying green cosmetics H6: Self-efficacy mediates the positive relationship between subjective norms and green cosmetics purchase intention Research methodology: 5.1 Research Design: Purpose of the study: This research is a causal study We aim to gather information and develop hypotheses on the factors of female shoppers' purchasing decisions toward green cosmetics in Hanoi In our case, we investigate the relationships between factors of green cosmetics and women's purchase intention So we can offer specific solutions to increase women’s consumption with green cosmetics Extent of researcher interference: The extent of research interference is minimal in this study, because the study investigates factors affecting buying behavior and purchase intention of female shoppers towards green cosmetics based on existing facts, recorded statistics and recorded studies on the subject Study setting: The study is non-contrived The study can be done in a natural environment without artificial interference Research strategies: In this study, we believe the causal study and survey research method would be the best method of approach Survey research focuses on gathering basic to in-depth information of the interviewee, providing the necessary data for statistics and classification Then apply to the specific research topic and it is perfect to generalize results from a larger sample population Unit of analysis: Due to the nature of our research being rather concise, we selected the individuals as a unit of analysis 5.2 Population and Sample: The target population: The target population of this research proposal is female shoppers in Hanoi who purchase cosmetics The study will focus on their purchasing decisions toward green cosmetics, which are products that are environmentally friendly, organic, or natural The target population will be selected based on the following criteria: Age (18 to 65 years old), location (Ha Noi city) with shopping behavior (purchased cosmetics at least once in the past six months) and being aware of the concept of green cosmetics or willing to learn more about it The target population will be estimated using census data, market reports, and online surveys The sample: The questionnaires of this research proposal will be distributed to 500 female shoppers in Hanoi who had bought cosmetics in the past We estimated sample size using the Raosoft Sample Size Calculator, a widely used online sample calculator, which is recommended to determine the sample size taking into consideration the population size Based on a power analysis with a 95% confidence level, a 5% margin of error, a sample size of at least 385 respondents was required The sampling method will be stratified random sampling, which will ensure that the sample is representative of the target population in terms of age, income, and education Online and offline surveys that were self-administered were used to gather the data The majority of the distribution locations for the onsite survey were public spaces such as coffee houses, workplaces, malls, and sports facilities Data was gathered for the online survey through a web-based questionnaire created in Google Docs and shared in Facebook groups for young people or with the researchers' personal contacts Multiple personalized reminder messages were sent to all non-respondents 5.3 Data collection methods: Questionnaires were distributed to 500 individuals A total of 411 responses were received, with a high response rate of 82.2% The majority of them (65%) participated online After removing the incomplete and unusable surveys, the remaining 393 samples were used for further analysis The questionnaire design for the study would include parts: ● Part 1: Demographic questions asking the respondents to give the general information of their genders, ages, occupations and marital status (4 questions) ● Part 2: Their experience in trying and preferences in the usage of green cosmetics: they would prefer using typical cosmetics or green cosmetics (2 questions) ● Part 3: Access to green cosmetic products and different brands’ marketing strategy, asking which brands they have ever heard about (2 questions) ● Part 4: Using scale questions to measure factors affecting green cosmetics’ buying behavior and purchase intention of female shoppers (measure factors through 12 questions) Numbers Variables Items Sources Knowledge ● General attitude ● Subjective norms ● Most people important to me would prefer that I use green cosmetics ● My family members think that I should use green cosmetics ● My friends think that I should use green cosmetics Yazdanpanah et al (2015) and Ajzen et al (1991) Self- efficacy Ajzen et al (1991) and Sotiropoulos et al (2013) I know what green cosmetics Ajzen et al are (1991) and Wang et al (2019) ● I am familiar with the term “green cosmetics’’ ● I can easily distinguish green cosmetics from other cosmetics For me, buying green cosmetics is a smart decision ● I like the idea of purchasing green products ● I feel proud to buy green cosmetics I can decide whether to purchase green cosmetic products or not by myself ● I can make the decision to purchase green cosmetic products ● I believe that I have the resources and ability to buy green cosmetics ● Ajzen et al (1991) and Prakash et al (2019) Research Report Structure ● Title ● Table of contents ● Abstract - Background & Objectives - Research methods - Results - Conclusions ● Introduction - Research background - Problem statement - Research objectives - Aim of the study - Research questions ● Literature review - Literature review - Proposed theoretical framework - Hypothesis ● Research Methods - Research design - Sampling methods - Instrumentation ● Data analysis & Interpretation - Demographic Profile of the Respondents - Analysis ● Result & Discussion Time frame: 18/08/2023 - 18/09/2023: Review literature and develop instrumentation 19/09/2023 - 19/10/2023: Finalize the instrumentation Collect primary data 20/10/2023 - 20/11/2023: Processed collected data 21/11/2023 - 21/12/2023: Writing report 10 References: McEachern, M.G.; McClean, P (2002) Organic purchasing motivations and attitudes: Are they ethical? International Journal of Consumers Study, 26(2), 85-92 Retrieved from: https://www.researchgate.net/publication/229494140_Organic_purchasing_motivations _and_attitudes_Are_they_ethical Shimul, A.S.; Cheah, I.; Khan, B.B (2022) Investigating female shoppers’ attitude and purchase intention toward green cosmetics in South Africa Journal of Global Marketing, 35(1), 37-56 Retrieved from: https://www.researchgate.net/publication/352285059_Investigating_Female_Shoppers' _Attitude_and_Purchase_Intention_toward_Green_Cosmetics_in_South_Africa Limbu; Pham,L ; Nguyen,T (2022) Predictors of Green Cosmetics Purchase Intentions among Young Female Consumers in Vietnam Sustainability 14(19), 12599 Retrieved from: https://www.mdpi.com/2071-1050/14/19/12599?fbclid=IwAR12B906tcdxMH7Esrnhjk T2S3d26KhrutYY0Yqab9GY7TLxI8S6rH69ZWE Raosoft, Inc Raosoft Sample Size Calculator (2004) Available online: http://www.raosoft.com/samplesize.html Ajzen, I (1991) The theory of planned behavior Organizational Behavior and Human Decision Processes 50, 179–211 Retrieved from: https://www.sciencedirect.com/science/article/abs/pii/074959789190020T Yazdanpanah, M.; Forouzani, M.(2015) Application of the theory of planned behavior to predict Iranian students’ intention to purchase organic food Journal of Cleaner Production 107, 342–352 Retrieved from: https://www.sciencedirect.com/science/article/abs/pii/S095965261500195X Wang, X.; Pacho, F.; Liu, J.; Kajungiro, R.(2019) Factors influencing organic food purchase intention in developing countries and the moderating role of knowledge Sustainability, 11, 209 Retrieved from: https://www.mdpi.com/2071-1050/11/1/209 Kim, H.Y.; Chung, J.(2011) Consumer purchase intention for organic personal care products Journal of Consumer Marketing, 28, 40–47 Retrieved from: https://www.emerald.com/insight/content/doi/10.1108/07363761111101930/full/html?f ullSc=1 Prakash, G.; Choudhary, S.; Kumar, A.; Garza-Reyes, J.A.; Khan, S.A.R.; Panda, T.K (2019) Do Altruistic and egoistic values influence consumers’ attitudes and purchase intentions towards eco-friendly packaged products? An empirical investigation Journal of Retailing and Customer Services, 50, 163–169 Retrieved from: https://www.sciencedirect.com/science/article/abs/pii/S0969698919301560 11 Sotiropoulos, V.; d’Astous, A.(2013) Attitudinal, self-efficacy, and social norms determinants of young consumers’ propensity to overspend on credit cards Journal of Consumer Policy, 36, 179–196 Retrieved from: https://link.springer.com/article/10.1007/s10603-013-9223-3 Le.L (2022) A Study on Green Cosmetic Product Purchase Intention Among Vietnamese Consumers: Theory of Planned Behavior Perspective Retrieved from: https://www.proquest.com/openview/33eaed21cfd5738209c3f1bc777eaa46/1?cbl=202 6366&diss=y&loginDisplay=true&pq-origsite=gscholar 12