Factors Influencing Consumers Repurchase Intention Green Cosmetics in Vietnam: A Qualitative Study
Author(s)
Tran Thi Song Lam , Le Ngoc Ha , Ha Tieu Linh ,
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Abstract
The objective of this article is to evaluate factors impacting on consumers’ repurchase intention green cosmetics of Vietnamese consumers based on qualitative research. The article conducted in-depth interviews with consumers who have purchased green cosmetics in the last 12 months. A total of 40 individuals are regular customers of green cosmetics and spa stores in Vietnam. In addition, the study conducted interviews with 5 experts in the Vietnam Natural Products Science Association. The data was compiled using Nvivo software and has summarized the factors affecting consumers’ repurchase intention green cosmetics in Vietnam.
Keywords
Repurchase intention, green cosmetics, Vietnam
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