Impact of eco-influencers on Gen Z’s intention to purchase green cosmetics in Ho Chi Minh City
Published: August 3, 2026
doi:10.62831/nckh.2026.378.v1
Abstract
This study analyzes the role of eco-influencers in shaping consumers’ intention to purchase green cosmetics. The research model is developed based on the relationships among eco-influencers, environmental threat perception (perceived susceptibility and perceived severity), pro-environmental attitude, and purchase intention. The study was conducted with 244 survey samples from Gen Z consumers in Ho Chi Minh City using the PLS-SEM method. The results show that pro-environmental attitude is the strongest influencing factor, while environmental threat perception only indirectly affects purchase intention through attitude.
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