Key Drivers of Cruelty-Free Cosmetics: Mediating Role of Purchase Intention
This study aims to explore the factors influencing the purchase decisions of cruelty-free cosmetics, focusing on the mediating role of purchase intention. The objectives include evaluating the impact of internal factors (attitude, altruism, environmental knowledge) and external factors (social media...
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| Format: | Article |
| Language: | English |
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Ital Publication
2025-04-01
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| Series: | Emerging Science Journal |
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| Online Access: | https://ijournalse.org/index.php/ESJ/article/view/2797 |
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| author | Phuong Viet Le-Hoang Hao Huynh Nguyen |
| author_facet | Phuong Viet Le-Hoang Hao Huynh Nguyen |
| author_sort | Phuong Viet Le-Hoang |
| collection | DOAJ |
| description | This study aims to explore the factors influencing the purchase decisions of cruelty-free cosmetics, focusing on the mediating role of purchase intention. The objectives include evaluating the impact of internal factors (attitude, altruism, environmental knowledge) and external factors (social media, subjective norms) on purchase intention and decision-making. Structural equation modeling (SEM) analyzes the data from a survey of 199 participants to test the relationships between variables. Findings show that internal factors, especially altruism and environmental knowledge, have a stronger influence on purchase intention compared to external pressures from social media and subjective norms. The results indicate that personal beliefs play a vital role in shaping consumers' ethical purchase behavior. This study provides practical insights for cosmetic brands, suggesting that campaigns emphasizing environmental awareness and animal welfare can boost purchase intentions. The novelty of the research lies in differentiating the impacts of internal and external factors, highlighting that consumers prioritize personal values over social influences when making ethical purchasing decisions. The study also offers managerial implications, recommending that brands enhance consumer engagement through educational campaigns to foster long-term commitment to cruelty-free products.
Doi: 10.28991/ESJ-2025-09-02-08
Full Text: PDF |
| format | Article |
| id | doaj-art-a807701a9fc24bb19507f617599f31d2 |
| institution | Kabale University |
| issn | 2610-9182 |
| language | English |
| publishDate | 2025-04-01 |
| publisher | Ital Publication |
| record_format | Article |
| series | Emerging Science Journal |
| spelling | doaj-art-a807701a9fc24bb19507f617599f31d22025-08-20T03:53:22ZengItal PublicationEmerging Science Journal2610-91822025-04-019264065810.28991/ESJ-2025-09-02-08805Key Drivers of Cruelty-Free Cosmetics: Mediating Role of Purchase IntentionPhuong Viet Le-Hoang0Hao Huynh Nguyen1Business Administration Faculty, Industrial University of Ho Chi Minh City, Ho Chi Minh City,Business Administration Faculty, Industrial University of Ho Chi Minh City, Ho Chi Minh City,This study aims to explore the factors influencing the purchase decisions of cruelty-free cosmetics, focusing on the mediating role of purchase intention. The objectives include evaluating the impact of internal factors (attitude, altruism, environmental knowledge) and external factors (social media, subjective norms) on purchase intention and decision-making. Structural equation modeling (SEM) analyzes the data from a survey of 199 participants to test the relationships between variables. Findings show that internal factors, especially altruism and environmental knowledge, have a stronger influence on purchase intention compared to external pressures from social media and subjective norms. The results indicate that personal beliefs play a vital role in shaping consumers' ethical purchase behavior. This study provides practical insights for cosmetic brands, suggesting that campaigns emphasizing environmental awareness and animal welfare can boost purchase intentions. The novelty of the research lies in differentiating the impacts of internal and external factors, highlighting that consumers prioritize personal values over social influences when making ethical purchasing decisions. The study also offers managerial implications, recommending that brands enhance consumer engagement through educational campaigns to foster long-term commitment to cruelty-free products. Doi: 10.28991/ESJ-2025-09-02-08 Full Text: PDFhttps://ijournalse.org/index.php/ESJ/article/view/2797altruismattitudecruelty-free cosmeticsenvironmental knowledgesubjective normcosmetic industrynot tested on animalspurchase intentionpurchase decision. |
| spellingShingle | Phuong Viet Le-Hoang Hao Huynh Nguyen Key Drivers of Cruelty-Free Cosmetics: Mediating Role of Purchase Intention Emerging Science Journal altruism attitude cruelty-free cosmetics environmental knowledge subjective norm cosmetic industry not tested on animals purchase intention purchase decision. |
| title | Key Drivers of Cruelty-Free Cosmetics: Mediating Role of Purchase Intention |
| title_full | Key Drivers of Cruelty-Free Cosmetics: Mediating Role of Purchase Intention |
| title_fullStr | Key Drivers of Cruelty-Free Cosmetics: Mediating Role of Purchase Intention |
| title_full_unstemmed | Key Drivers of Cruelty-Free Cosmetics: Mediating Role of Purchase Intention |
| title_short | Key Drivers of Cruelty-Free Cosmetics: Mediating Role of Purchase Intention |
| title_sort | key drivers of cruelty free cosmetics mediating role of purchase intention |
| topic | altruism attitude cruelty-free cosmetics environmental knowledge subjective norm cosmetic industry not tested on animals purchase intention purchase decision. |
| url | https://ijournalse.org/index.php/ESJ/article/view/2797 |
| work_keys_str_mv | AT phuongvietlehoang keydriversofcrueltyfreecosmeticsmediatingroleofpurchaseintention AT haohuynhnguyen keydriversofcrueltyfreecosmeticsmediatingroleofpurchaseintention |