The Influence of Attitude, Control on Availability, Subjective Norm and Green Trust on Young Vietnamese Consumers' Organic Cosmetic Purchase Intention

Objective - The goal of this paper aims to understand young Vietnamese consumer's purchase intention towards organic cosmetic based on Theory of Planned Behavior (TPB). This study also attempts to definite variables that influence young consumer's organic cosmetic purchase intention. Design/methodology/approach - In this study, the online survey was conducted using. Besides online survey, we have directing collect the data from students at Ton Duc Thang university in Ho Chi Minh city. The statistical analysis method conducted in this paper is Factor analysis using SPSS 20.0 version software. Findings - Result indicate that attitude, control on available, subjective norm and green trust played important role influencing young consumer's purchase intention of organic cosmetic. Research Limitations - the sample was limited in Vietnam and sample size may not represent the population of organic cosmetic consumers. Implications - Vietnamese become more and more concerned about environment, especially young Vietnamese, so that the green consumption will continue to grow. Now, young Vietnamese consumers independent on making decided and shopping. So Enterprises must recognize this to design the products attract consumers as well as planning more efficient and effective business plan targeting at young consumers. We hope that the finding would provide a basic for understanding green purchase intention of young consumer in Vietnam.