The Role of Social Media, Altruistic and Egoistic Motivations, Subjective Norms, And EWOM In Shaping Green Cosmetics Consumption Behavior: A Case Study of Generation Z in Ho Chi Minh City

This study explores the relationship between Social Media, Altruistic and Egoistic Motivations, Subjective Norms and Electronic Word-Of-Mouth (EWOM) in shaping the green cosmetics buying behavior of Generation Z in Ho Chi Minh City in Vietnam. A quantitative approach was adopted in this research whereby primary data was obtained from 302 respondents from Generation Z. The findings reveal that Social Media significantly impacts both altruistic (environmental) and egoistic (health) motivations, along with Subjective Norms, which in turn drive purchase intention and behavior. Also, EWOM plays an important role in consumers’ choices by providing additional information through experiences and opinions that have been shared. This information provides marketers and policy makers with practical suggestions on how to develop appropriate digital communication strategies designed for the youth, who are environmentally friendly and IT-savvy to promote green consumption.