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Impact of Ethical Marketing Practices and Health Consciousness on Cosmetics Consumer Attitude and Purchase Intention: Evidence from Vietnam

Author

Listed:
  • Phuong Mai Nguyen

    (International School, Vietnam National University Hanoi, Vietnam)

  • Huong-Linh Le

    (International School, Vietnam National University Hanoi, Vietnam)

  • Nguyen-Nhu-Y Ho

    (International School, Vietnam National University Hanoi, Vietnam)

  • Rez Alexis Dela Cruz

    (International School, Vietnam National University Hanoi, Vietnam)

  • Luu Ly Tran

    (Thuyloi University, Vietnam)

  • Vu Phuong Anh Do

    (University of Economics and Business, Vietnam National University Hanoi, Vietnam)

Abstract

This study investigates the impact of ethical marketing practices and health consciousness on consumer attitudes and purchase intention for cosmetic products in Vietnam. A self-administered survey was conducted in August 2023 to collect data for our study. We received 250 valid responses after four months. SPSS software version 20 was employed for data analysis. Results showed that among three factors that affect consumer attitude, health consciousness played the most critical role, followed by product fairness and price fairness. Moreover, the attitude was confirmed in our study to affect the purchase intention of Vietnamese cosmetics consumers significantly. Our findings implied that cosmetic companies should tailor ethical marketing strategies to meet the preferences of Vietnamese consumers and boost their purchase intention.

Suggested Citation

  • Phuong Mai Nguyen & Huong-Linh Le & Nguyen-Nhu-Y Ho & Rez Alexis Dela Cruz & Luu Ly Tran & Vu Phuong Anh Do, 2024. "Impact of Ethical Marketing Practices and Health Consciousness on Cosmetics Consumer Attitude and Purchase Intention: Evidence from Vietnam," International Review of Management and Marketing, Econjournals, vol. 14(6), pages 229-238, October.
    • Handle: RePEc:eco:journ3:2024-06-24
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    More about this item

    Keywords

    Cosmetics; Consumer Attitude; Ethical Marketing; Health Consciousness; Purchase Intention;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • P36 - Political Economy and Comparative Economic Systems - - Socialist Institutions and Their Transitions - - - Consumer Economics; Health; Education and Training; Welfare, Income, Wealth, and Poverty
    • Q01 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - General - - - Sustainable Development
    • Q56 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Environmental Economics - - - Environment and Development; Environment and Trade; Sustainability; Environmental Accounts and Accounting; Environmental Equity; Population Growth

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