Factors affecting consumers' intention to buy organic soap products in Ho Chi Minh City.

Abstract

The green consumer market has grown rapidly in recent times, thanks to the growing global popularity of healthy lifestyles. Increasing consumer awareness of the risks of synthetic chemicals to humans and the environment has spurred demand for natural personal care products, specifically organic soaps. Using the Theory of Planned Behavior (TPB) as a foundation, this study aims to determine the factors that influence consumers' intention to purchase organic soap products in Ho Chi Minh city. Primary data was collected through 422 survey samples and processed through Microsoft Excel, IBM SPSS Statistics, and SmartPLS software. In addition, we also conducted personal interviews with 5 respondents as consumers in HCMC to make sure that the information and opinions that the research subjects give about the relationship of the variables as well as some other proposals are objective and appropriate. The findings suggest the important role of variables such as Attitude, Health Concern, Environmental Concern, Perceived Quality, Information Adoption, and Subjective Norm in consumer decision-making to buy organic soap. Moreover, the study also proposes practical solutions and applications for scientists administrators, businessmen, and policymakers in exploiting the organic cosmetics market, namely organic soap products in HCMC.