Factors influencing students intention to purchase natural cosmetic products in Ho Chi Minh university of Banking, 2022

STATE BANK OF VIETNAM

HO CHI MINH UNIVERSITY OF BANKING

DINH THI PHUONG LY

FACTORS INFLUENCING STUDENTS INTENTON TO PURCHASE NATURAL

COSMETIC PRODUCTS IN HO CHI MINH UNIVERSITY OF BANKING

GRADUATION THESIS OUTLINE MAJOR:

BUSINESS ADMINISTRATION

CODE: 7340101

SUPERVISOR: PhD. BUI DUC SINH

HO CHI MINH CITY – 2022

STATE BANK OF VIETNAM

HO CHI MINH UNIVERSITY OF BANKING

DINH THI PHUONG LY

FACTORS INFLUENCING STUDENTS INTENTON TO PURCHASE NATURAL

COSMETIC PRODUCTS IN HO CHI MINH UNIVERSITY OF BANKING

GRADUATION THESIS OUTLINE MAJOR:

BUSINESS ADMINISTRATION

CODE: 7340101

SUPERVISOR: PhD. BUI DUC SINH

HO CHI MINH CITY – 2022

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TÓM TẮT

Mặc dù con người đã có ý thức về lối sống lành mạnh và thúc đẩy việc tiêu dùng mỹ

phẩm thiên nhiên nhưng vẫn còn nhiều yếu tố khiến người tiêu tùng hoang mang và

không tin tưởng. Nghiên cứu này được dựa trên lý thuyết hành vi hoạch định để nhằm xác

định yếu tố ảnh hưởng đến ý định mua mỹ phẩm của sinh viên trên phạm vi Đại học Ngân

Hàng Thành phố Hồ Chí Minh. Dữ liệu được thu thập thông qua bảng biểu câu hỏi trực

tuyến Google Khảo Sát và kích thước mẫu là 249. Để phân tích dữ liệu, tác giả đã sử

dụng phần mềm SPSS. Dựa theo dữ liệu phân tích được thì các yếu tố ảnh hưởng đến ý

định mua mỹ phẩm thiên nhiên: Ý thức về sức khỏe, Nhận thức về môi trường, Giá

khuyến mãi, Chất lượng sản phẩm, Hình ảnh thương hiệu và An toàn sản phẩm và Đánh

giá của những người này đều có một tác động đáng kể đến ý định mua mỹ phẩm của

người tiêu dùng. Trong đó yếu tố Chất lượng sản phẩm có tác động lớn nhất. Theo kết

quả nghiên cứu, các doanh nghiệp có thể xây dựng các chiến thuật tiếp thị hiệu quả để

nâng cao ý định mua mỹ phẩm thiên nhiên của người tiêu dùng.. Cuối cùng, nghiên cứu

nêu ra những ứng dụng, khuyến nghị cũng như những mặt nghiên cứu chưa làm được để

hỗ trợ cho những nghiên cứu của các tác giả sau này.

Từ khóa: mỹ phẩm thiên nhiên, ý định mua hàng, mỹ phẩm organic, lý thuyết hành vi

hoạch định

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ABSTRACT

Despite the fact that people value a healthy lifestyle and encourage the use of natural

cosmetics, there are still a number of reasons that lead to consumer confusion and

distrust. The purpose of this study is to evaluate the factors influencing students'

intentions to buy cosmetics at the Ho Chi Minh University of Banking, based on the

theory of planned behavior. The data was acquired using the Google Survey online

questionnaire, with a sample size of 249. The author utilized SPSS software to examine

the data. The elements influencing the intention to buy natural cosmetics, according to the

examined data, are: Health consciousness, Environmental awareness, Promotion Price,

Product quality, Brand Image and Product safety. Consumers' intentions to buy cosmetics

are strongly influenced by how these persons are rated. In whatever case, the element of

product quality has the largest influence. Businesses may establish successful marketing

methods to enhance customers' intentions to buy natural cosmetics, according to the

findings of the study. Finally, the paper discusses applications, recommendations, and

research topics that have still to be explored in order to help the authors' future research.

Keywords: natural cosmetic, purchase intention, organic cosmetics, theory of planned

behavior

DECLARATION

I certify that this thesis was prepared completely by myself and that it has never been

submitted before, in whole or in part, in any previous application for a degree. Unless

otherwise specified in a reference or credit, the content provided is all my own. The

study was conducted at Ho Chi Minh City's Banking University under the leadership of

Phd. Bui Duc Sinh.

Thesis‟s Author

Dinh Thi Phuong Ly

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ACKNOWLEDGEMENT

First and foremost, I want to thank my supervisor, PhD. Bui Duc Sinh, for providing

me with valuable information and helpful suggestions for my bachelor's thesis, as well

as for his patience, passion, and inspiration. Furthermore, I am thankful to not just the

teachers and lecturers at Ho Chi Minh University of Banking who provided me with

crucial information and skills throughout my stay there. Last but not least, I would like

to express my gratitude to the examiners for investing so much time in evaluating my

thesis.

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TABLE OF CONTENTS

CHAPTER 1. INTRODUCTION ..................................................................................10

1.1 Background of the study.......................................................................................10

1.2 Research Objectives and Research Questions......................................................11

1.3 Research Subjects.................................................................................................12

1.4 Research Methodology .........................................................................................12

1.5 The Scope of Research .........................................................................................13

1.6 Structure................................................................................................................13

CHAPTER 2. LITERATURE REVIEW .......................................................................15

2.1 Concept and Definitions.......................................................................................15

2.1.1 Natural Cosmetics Industry............................................................................15

2.1.2 Natural Cosmetics Marketing.........................................................................20

2.1.3 Purchase Intention ..........................................................................................21

2.1.4 The theory of planned behavior (TPB) ..........................................................22

2.1.5 The theory of reason action (TRA) ................................................................24

2.2 Previous Empirical Studies...................................................................................25

2.2.1 The research of Sabahat Shakeel, Emadul Karim (2019) ..............................25

2.2.2 The research of Sidra Ishaq, Hammad Badar and Hira Javed (2021)............27

2.2.3 The research of Hee Yeon Kim and Jae-Eun Chung (2011)..........................29

2.2.4 The research of Wararat Wiwatanapusit (2018) ............................................30

2.3 Hypothesis and Conceptual Models .....................................................................32

2.3.1 Hypothesis......................................................................................................32

2.3.2 Conceptual Model ..........................................................................................37

CHAPTER 3. THE RESEARCH METHODOLOGY...................................................38

3.1 Research process...................................................................................................38

3.2 Research methods.................................................................................................39

3.2.1 Qualitative methods........................................................................................39

3.2.2 Quantitative methods......................................................................................39

3.3 Sample description...............................................................................................41

3.4 Survey design........................................................................................................41

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3.4.1 Scale used in survey .......................................................................................41

3.4.2 The questionnaire design ...........................................................................42

CHAPTER 4. RESEARCH RESULT ...........................................................................47

4.1 Sample description................................................................................................47

4.2 Testing the reliability of cronbach‟s alpha ...........................................................50

4.3 Exploratory Factor Analysis – EFA .....................................................................52

4.3.1 Independent Variables....................................................................................52

4.3.2 Dependent Variables ......................................................................................54

4.4 Test model and hypothesis....................................................................................55

4.4.1 Pearson correlation analysis...........................................................................55

4.4.2 Multivariate Regression Analysis ..................................................................57

4.5 Discussion.............................................................................................................65

CHAPTER 5. CONCLUSION.......................................................................................67

5.1 Conclusion ............................................................................................................67

5.2 Implications ..........................................................................................................68

5.2.1 Academic Implications...................................................................................68

5.2.2 Practical Implications.....................................................................................68

5.3 Limitations and suggestions for future research...................................................70

REFERENCESa .............................................................................................................72

APPENDIX.................................................................................................................74