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This research aims to understand the factors influencing young women's intentions to purchase green cosmetics using the Theory of Planned Behavior and social media strategies.

May 18, 2026Innovative MarketingOpen Access

Integrating the Theory of Planned Behavior and social media marketing strategies: A study on green cosmetics consumption among young women

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BHBui Thi HienIndustrial University of Ho Chi Minh City NPNguyen Hong PhucIndustrial University of Ho Chi Minh City

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Implication

Research Article investigates green cosmetic purchase intentions in young women, showing the role of marketing strategies and social norms.

Key Points

This research aims to understand the factors influencing young women's intentions to purchase green cosmetics using the Theory of Planned Behavior and social media strategies.
Utilized non-probability quota sampling to gather data from 200 women aged 18-35 in Ho Chi Minh City.
Data collection occurred over eight weeks from February to March 2024.
Employed multivariate regression analysis using SPSS to evaluate the proposed hypotheses.
Brand Content (β = 0.398) and Subjective Norms (β = 0.273) significantly positively affect purchase intention (p < 0.05).
Attitude shows no significant influence on purchase intention (β = 0.078, p > 0.05).
The model explains 50.9% of the variance in green cosmetic purchase intention (adjusted R² = 0.509).

Cite This Study

Hien et al. (2026) studied this question.

synapsesocial.com/papers/6a0aabc25ba8ef6d83b6f67f https://doi.org/10.21511/im.22(2).2026.14

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Implication

Research Article investigates green cosmetic purchase intentions in young women, showing the role of marketing strategies and social norms.

Integrating the Theory of Planned Behavior and social media marketing strategies: A study on green cosmetics consumption among young women

Discussion

Member takes

Implication

Key Points

Cite This Study

Integrating the Theory of Planned Behavior and social media marketing strategies: A study on green cosmetics consumption among young women

Discussion

Member takes

Implication

Key Points

Cite This Study

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