Consumption Of Green Cosmetics Helps Protect The Environment Of Vietnamese Consumers

Abstract

Green cosmetics – eco-friendly and healthy beauty products – are playing an important role in shaping global sustainable consumption trends. This study reviews the rationale and empirical evidence related to the intention to buy green cosmetics. Specifically, the study conducted data analysis on 239 Vietnamese consumers using Smart PLS 4.1 software. The results show that environmental awareness has a positive impact on the consumption attitude of green cosmetics of Vietnamese consumers.