Nghiên cứu hành vi mua hàng của người tiêu dùng ở An Giang: Trường hợp điển hình đối với mỹ phẩm có nguồn gốc thiên nhiên

Abstract

The study used the theory of planned behavior (TPB) to examine consumer's perception, purchase intentions and actual purchase behavior and the interrelationship between them in the context of natural cosmetic - case study in An Giang province. The data was collected from 310 respondents in Long Xuyen city, An Giang, and multiple regression analysis was used to test the relationships among the variables. The results indicated that attitude, subjective norm, perceived behavioral control positively influence intention toward buying natural cosmetic and actual purchase behavior was significantly influenced by the intention. This study provided valuable insight into the consumer behavior regarding natural comestic by examining the factors that influence consumers' purchase intentions for the products. Furthermore, this study examined the influence of consumers' purchase intentions on actual purchase behavior.