Purchase Intention for Vegan Cosmetics: Applying an Extended Theory of Planned Behavior Model

Abstract

This study examined the factors directly influencing purchase intention for vegan cosmetics by applying an extended theory of planned behavior (TPB) model with three additional constructs: environmental concern, trust, and perceived knowledge. Data were collected from 384 consumers who had purchased cosmetics at health & beauty stores in Ho Chi Minh city and Hanoi, the two biggest cities representing cosmetics consumers in Vietnam. The results revealed that all three TPB constructs had a significant positive effect on the respondents’ purchase intention for vegan cosmetics. Furthermore, environmental concern had a significant effect on all TPB constructs, while trust and perceived knowledge were positively related only to attitude and perceived behavioral control. This study provides essential insights to help firms and marketers understand the factors affecting consumers’ purchase intention and choose appropriate strategies in Vietnam’s vegan cosmetics market.