A study of consumer buying behavior for natural cosmetic products – Case study in An Giang province
Abstract
The study used the theory of planned behavior (TPB) to examine consumer’s perception, behavioral intentions and actual purchase behavior and the interrelationship among them in the context of natural cosmetic – case study in An Giang province. The data was collected from 300 respondents in Long Xuyen city, An Giang, and multiple regression analysis was used to test the relationships among the variables. The finding results indicated that the attitude, subjective norm, perceived behavioral control positively impacted on intention toward the consumption of natural cosmetic and actual purchase behavior was significantly influenced by the intention. This study provided valuable insight into the consumer behavior regarding natural co s metic by examining the factors that influence consumers’ purchase intentions for the products. Furthermore, this study exam in ed the influence of consumers’ purchase intentions on actual purchase behavior .