Factors affecting green product consumption intention and behavior in the cosmetics industry: The moderating role of brand trust
Published: August 26, 2026
doi:10.62831/nckh.2026.3556.v1
Abstract
This study examines factors affecting Generation Z’s green consumption intention and behavior in the cosmetics industry in Ho Chi Minh City. Data from 446 respondents were analyzed using covariance-based structural equation modeling (CB-SEM). The results show that green marketing, celebrity - brand congruence, social value, and emotional value have positive and statistically significant effects on green consumption intention. Green consumption intention also mediates the relationships between these factors and actual green consumption behavior. In addition, brand trust strengthens the relationship between celebrity - brand congruence and green consumption intention. The findings extend the Theory of Planned Behavior in the context of sustainable consumption and provide empirical evidence for cosmetics businesses seeking to improve green marketing strategies and encourage environmentally responsible purchasing behavior among Generation Z consumers.
Keywords
green consumption behaviorgreen consumption intentiongreen marketing
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