The Impact of Trust, Environmental Knowledge, Environmental Concern and Health Consciousness on Consumers’ Purchase Intention of Vegan Cosmetics in Vietnam: The Mediating Role of Attitude

The study aims to analyze the impact of trust, environmental knowledge, environmental concern and health consciousness on the intention of consumers in Ho Chi Minh City to purchase vegan cosmetics, while also examines the mediating role of attitude in these relationships. Based on the Theory of Planned Behavior (TPB) and previous studies, the author constructs a research model consisting of independent variables (trust, environmental knowledge, environmental concern and health consciousness), a mediating variable (attitude) and a dependent variable (purchase intention). A mixed-methods approach was employed, combining qualitative and quantitative methods with 305 valid survey responses analyzed using statistical analysis software (SPSS) and a tool for testing structural models (SmartPLS). The results of PLS-SEM structural equation modeling indicate that trust, knowledge, and health consciousness have a positive impact on purchase intention, with attitude playing a significant mediating role. Although environmental concern negatively affects attitude, it still shows a statistically significant and positive impact on the consumers’ intention to purchase. This suggests that consumers may continue to engage in sustainable consumption behaviors even when their personal attitudes are not entirely aligned with their perceptions of environmental issues. This study contributes to the theoretical understanding of sustainable consumer behavior in the cosmetics industry and provides managerial implications for businesses to develop marketing strategies that aligned with green consumption trends.