Impact of Ethical Marketing Practices and Health Consciousness on Cosmetics Consumer Attitude and Purchase Intention: Evidence from Vietnam
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...
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| Format: | Article |
| Language: | English |
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EconJournals
2024-10-01
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| Series: | International Review of Management and Marketing |
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| Online Access: | https://mail.econjournals.com/index.php/irmm/article/view/17122 |
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| author | Phuong Mai Nguyen Huong-Linh Le Nguyen-Nhu-Y Ho Rez Alexis Dela Cruz Luu Ly Tran Vu Phuong Anh Do |
| author_facet | Phuong Mai Nguyen Huong-Linh Le Nguyen-Nhu-Y Ho Rez Alexis Dela Cruz Luu Ly Tran Vu Phuong Anh Do |
| author_sort | Phuong Mai Nguyen |
| collection | DOAJ |
| description |
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.
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| format | Article |
| id | doaj-art-1e1fa23ef8e842679320b8dbd123cd01 |
| institution | Kabale University |
| issn | 2146-4405 |
| language | English |
| publishDate | 2024-10-01 |
| publisher | EconJournals |
| record_format | Article |
| series | International Review of Management and Marketing |
| spelling | doaj-art-1e1fa23ef8e842679320b8dbd123cd012025-02-06T01:06:09ZengEconJournalsInternational Review of Management and Marketing2146-44052024-10-0114610.32479/irmm.17122Impact of Ethical Marketing Practices and Health Consciousness on Cosmetics Consumer Attitude and Purchase Intention: Evidence from VietnamPhuong Mai Nguyen0Huong-Linh Le1Nguyen-Nhu-Y Ho2Rez Alexis Dela Cruz3Luu Ly Tran4Vu Phuong Anh Do5International School, Vietnam National University Hanoi, VietnamInternational School, Vietnam National University Hanoi, VietnamInternational School, Vietnam National University Hanoi, VietnamInternational School, Vietnam National University Hanoi, VietnamThuyloi University, VietnamUniversity of Economics and Business, Vietnam National University Hanoi, Vietnam 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. https://mail.econjournals.com/index.php/irmm/article/view/17122Cosmetics, Consumer Attitude, Ethical Marketing, Health Consciousness, Purchase Intention |
| spellingShingle | Phuong Mai Nguyen Huong-Linh Le Nguyen-Nhu-Y Ho Rez Alexis Dela Cruz Luu Ly Tran Vu Phuong Anh Do Impact of Ethical Marketing Practices and Health Consciousness on Cosmetics Consumer Attitude and Purchase Intention: Evidence from Vietnam International Review of Management and Marketing Cosmetics, Consumer Attitude, Ethical Marketing, Health Consciousness, Purchase Intention |
| title | Impact of Ethical Marketing Practices and Health Consciousness on Cosmetics Consumer Attitude and Purchase Intention: Evidence from Vietnam |
| title_full | Impact of Ethical Marketing Practices and Health Consciousness on Cosmetics Consumer Attitude and Purchase Intention: Evidence from Vietnam |
| title_fullStr | Impact of Ethical Marketing Practices and Health Consciousness on Cosmetics Consumer Attitude and Purchase Intention: Evidence from Vietnam |
| title_full_unstemmed | Impact of Ethical Marketing Practices and Health Consciousness on Cosmetics Consumer Attitude and Purchase Intention: Evidence from Vietnam |
| title_short | Impact of Ethical Marketing Practices and Health Consciousness on Cosmetics Consumer Attitude and Purchase Intention: Evidence from Vietnam |
| title_sort | impact of ethical marketing practices and health consciousness on cosmetics consumer attitude and purchase intention evidence from vietnam |
| topic | Cosmetics, Consumer Attitude, Ethical Marketing, Health Consciousness, Purchase Intention |
| url | https://mail.econjournals.com/index.php/irmm/article/view/17122 |
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