Full Text (PDF)
Abstract
From the standpoint of sustainable consumption, this study examines the key factors influencing consumers’ decisions to use organic cosmetics in Ho Chi Minh City. Data from a survey of 380 consumers were analysed using reliability analysis, exploratory factor analysis, and multiple regression. The findings indicate that five factors–environmental awareness, perception of product price, product quality (PQ), convenience in use, and social norms–significantly impact consumer decisions. These results suggest that, beyond product attributes, consumers are also driven by sustainable values and societal influences. Managerial implications include the need for businesses to highlight environmental benefits, ensure consistent PQ, and adopt pricing and communication strategies aligned with consumers’ green values. This study enhances understanding of green consumer behaviour in emerging markets and offers practical recommendations for promoting sustainable consumption in the cosmetics sector.
License
This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
Article Type: Research Article
EUR J SUSTAIN DEV RES, Volume 10, Issue 1, 2026, Article No: em0341
https://doi.org/10.29333/ejosdr/17278
Publication date: 01 Jan 2026
Online publication date: 14 Oct 2025
Article Views: 20
Article Downloads: 13
Open Access References How to cite this article