Determinants of Vegan Cosmetic Purchase Intention of Generation Z in Vietnam

This study identifies factors influencing the purchase intention of vegan cosmetics among Generation Z consumers in Vietnam. Data were collected from 350 Generation Z consumers born 1997–2012 through an online survey on Google Form using a convenience sampling method. Using a quantitative approach, the study used partial least squares structural equation modeling (PLS-SEM) to test the hypotheses. The results of the study indicate that perceived behavioral control, environmental concerns, and product quality have a positive impact on purchase intention. On the other hand, the study demonstrates that factors such as attitude, subjective norms, and product price have no impact on purchase intention, which is significantly different from traditional consumer behavior models. These results show that Generation Z consumers in Vietnam are self-directed and value-conscious, making decisions based on personal beliefs and product value rather than social influence or cost. These findings not only contribute to the theoretical understanding of consumer behavior in the modern context and guide businesses to adjust their marketing strategies to emphasize product quality, environmental transparency, and consumer empowerment through product information and price.