NGUYEN NGOC HUYEN THE IMPACT OF INFLUENCERS ON CONSUMERS' PURCHASE INTENTIONS OF GREEN COSMETICS IN HANOI: PURCHASE INTENTIONS OF GREEN COSMETICS IN HANOI: A STUDY ON THE VEGAN COSMETICS BRAND COCOON A STUDY ON THE VEGAN COSMETICS THE IMPACT OF INFLUENCERS ON CUSTOMERS BRAND COCOON NGUYEN NGOC HUYEN BACHELOR IN MARKETING VIETNAM NATIONAL UNIVERSITY, HANOI BACHELOR OF BUSINESS (MARKETING) HELP UNIVERSITY APRIL, 2025 APRIL, 2025 THE IMPACT OF INFLUENCERS ON CONSUMERS' PURCHASE INTENTIONS OF GREEN COSMETICS IN HANOI: A STUDY ON THE VEGAN COSMETICS BRAND COCOON BY NGUYEN NGOC HUYEN E2300078 BACHELOR IN MARKETING VIETNAM NATIONAL UNIVERSITY, HANOI BACHELOR OF BUSINESS (MARKETING) HELP UNIVERSITY APRIL,2025 ACKNOWLEDGMENT First and foremost, I would like to express my deepest gratitude to my advisor, Professor Truong Thi Hue, for her invaluable guidance, unwavering support, and insightful feedback throughout the research process. Her expertise and dedication have been instrumental in shaping this study and ensuring its academic rigor. I am also sincerely grateful to the professors and lecturers at the International School - Vietnam National University, Hanoi, whose knowledge, mentorship, and encouragement have equipped me with the necessary skills to undertake this research. Their commitment to academic excellence has been a constant source of inspiration.
A heartfelt thank you to my friends for their intellectual contributions, constructive feedback, and moral support. Their willingness to engage in discussions and share diverse perspectives has greatly enriched this study. I also extend my sincere appreciation to all the respondents who participated in the survey—without their time and honest responses, this research would not have been possible. Beyond academia, I am deeply thankful to my family and friends for their unwavering encouragement and emotional support.
Their belief in me has been a source of strength, motivating me through every challenge along this journey. Lastly, I would like to extend my appreciation to everyone who, in one way or another, contributed to the successful completion of this research. Your support, guidance, and kindness have been truly invaluable, and I am deeply grateful for your role in this academic endeavor. Hanoi, 2025 Huyen Nguyen Ngoc Huyen …………………………… i DECLARATION OF AUTHORSHIP BUSINESS DEPARTMENT BACHELOR OF BUSINESS Name: NGUYEN NGOC HUYEN Student ID: 21070647 / E2300078 Programme of Studies: DUAL-MARKETING2021 Title of Project/Dissertation: THE IMPACT OF INFLUENCERS ON CONSUMERS' PURCHASE INTENTIONS OF GREEN COSMETICS IN HANOI: A STUDY ON THE VEGAN COSMETICS BRAND COCOON Name of Supervisor(s): PHD TRUONG THI HUE Declaration: In accordance with the appropriate regulations, I hereby submit the above Graduation Project for examination and I declare that: i.I have read and understood the sections on Plagiarism found in the University’s “General Information to Students” Handbook and certify that the Graduation Project embodies the results of my own work.I have adhered to the ‘Harvard system of referencing’ or a system acceptable as per “The Referencing Guide” for referencing, quotations and citations in my Graduation Project.
Each contribution to, and quotation in my Graduation Project from the work of other people has been attributed, and has been cited and referenced.I have not allowed and will not allow, anyone to copy my work with the intention of passing it off as his or her own work.I am aware that I may have to forfeit the degree in the event that plagiarism has been detected after the award.Notwithstanding the supervision provided to me by HELP University, I warrant that any alleged act(s) of plagiarism during my stay as registered student of the HELP University is entirely my own responsibility and HELP University and/or its employee shall under no circumstances whatsoever be under any liability of any kind in respect of the aforesaid act(s) of plagiarism. I am aware that my Graduation Project may be used by my supervisor(s) and/or HELP University for further research or any collaborative work, and under no circumstances whatsoever would claim any rights to the said work. Signature: Date: ii TABLE OF CONTENTS ACKNOWLEDGMENT. i DECLARATION OF AUTHORSHIP.
ii LIST OF TABLES. v LIST OF FIGURES. vii CHAPTER 1: INTRODUCTION. Reason for choosing the topic.
Research subject and scope. 3 CHAPTER 2: LITERATURE REVIEW. Overview of green and vegan cosmetics. Overview of green cosmetics.
Overview of vegan cosmetics. Development of the vegan cosmetics market in Vietnam. Overview of influencer marketing. Definition of Influencer.
Definition of influencer marketing. Types of influencers in marketing. Purchase intention and influencing factors. Definition of purchase intention.
Theoretical models of consumer behavior. Literature review and hypothesis development. Trustworthiness of Influencers. Attractiveness of Influencers.
Relevance Between Influencers and the Cocoon Brand. Perception of Green Cosmetics. 14 CHAPTER 3: RESEARCH METHODOLOGY. Scale for the factor “Trustworthiness of Influencers”.
Scale for the factor “Attractiveness of influencers”. Scale for the factor “Relevance between influencers and Cocoon brand” 18 3. Scale for the factor “Perception of green cosmetics”. Scale for the factor “Purchase intention of Cocoon cosmetics”.
Sampling method and sample size determination. Data collection and analysis. Methods of collecting information and documents. Data processing methods.
22 CHAPTER 4: RESEARCH RESULTS. Survey sample information. Data analysis results. Cronbach’s alpha reliability coefficient.
Exploratory factor analysis (EFA). 33 CHAPTER 5: DISCUSSION AND CONCLUSION. Discussion of research findings. The strong influence of Perception of Green Cosmetics on Purchase Intention.
The Importance of influencer marketing in shaping perception. Developing an effective influencer marketing strategy. Raising awareness about green cosmetics and sustainability. Brand positioning and expanding target markets.
Measuring the effectiveness of influencer marketing and adjusting strategies. Future Research Directions. 50 iv LIST OF TABLES Table 2.1: Summary of research variables in previous studies .1: Gender characteristics of the study subjects .2: Cronbach’s alpha coefficient for the factor .3: KMO and Bartlett’s Test .4: Testing the explanation level of observed variables for representative factors .5: Factor rotation matrix .6: KMO and Bartlett’s Test .7: Testing the explanation level of observed variables for representative factors .8: KMO and Bartlett’s Test .9: Testing the explanation level of observed variables for representative factors .10: Correlation coefficient matrix .11: Model Summary for the Regression Analysis of Perception of Green Cosmetics .12: ANOVA results for the regression model .13: Regression coefficients for the independent variables .15: Model summary for the regression analysis of Purchase intention of Cocoon cosmetics.16: ANOVA results for the regression model .18: Measurement of the influence of each factor. 38 v LIST OF FIGURES Figure 2.1: Theory of Reasoned Action - TRA .2: Theory of Planned Behavior -TPB .3: Proposed research model .1: Results of the proposed research model.
38 vi ABSTRACT This study examines the impact of influencer marketing on consumers' purchase intentions for green cosmetics, focusing on the vegan brand Cocoon in Hanoi, Vietnam. As sustainable beauty gains popularity, influencers play a key role in shaping consumer perceptions and behaviors. Using a mixed-method approach, data from 350 Hanoi consumers were analyzed through Cronbach's Alpha, Exploratory Factor Analysis (EFA), and multiple regression. Findings show that influencer trustworthiness, relevance to Cocoon, and attractiveness significantly affect consumer perceptions, with trustworthiness being the strongest factor.
Moreover, a positive perception of green cosmetics strongly enhances purchase intention. The study underscores the importance of credible influencers in driving consumer interest and provides strategic recommendations for brands like Cocoon to optimize influencer marketing and expand their market reach in the sustainable beauty sector. vii CHAPTER 1: INTRODUCTION 1. Reason for choosing the topic In recent years, green consumerism has emerged as a global phenomenon, reflecting changes in consumers' awareness and behavior regarding environmental issues.
More and more people are interested in using eco-friendly products that do not harm animals and have natural origins. This shift is driven by concerns over environmental pollution, climate change, and the negative impact of chemical products on human health (Hoang Trong Hung, 2018). With the development of society, influencer marketing has become a powerful marketing tool that utilizes individuals with large social media followings to deliver brand messages to target customers. These individuals, in various ways, influence consumers' purchasing decisions (The Influencer, 2021).
Fashion brands often collaborate with these influencers to promote messages and new products (Elle Vietnam, 2018). Currently, over 88% of consumers tend to refer to other users’ reviews on social media before making a purchasing decision. In another aspect, 94% of marketers believe that influencer marketing is effective in their communication campaigns (Advertising Vietnam, 2019). Although influencer marketing has grown significantly in Vietnam, only a few studies have explored the impact of influencer marketing on social media platforms, particularly Instagram, on consumer purchase intentions, such as the studies by Le & Hoang (2018) and Nguyen, Dinh, Pham, & Le (2019).
In the green cosmetics industry, vegan cosmetics have emerged as a sustainable consumption trend, supported and promoted by many influencers. These products contain no animal-derived ingredients and are not tested on animals (Hong Thanh Hao, 2022). In Vietnam, the use of vegan cosmetics is increasingly popular, especially among young consumers, who not only care about product effectiveness but also prioritize ethical values and corporate social responsibility (Nguyen Phuong, 2023). In this context, the vegan cosmetics brand Cocoon has made a significant impact, becoming one of the pioneering brands in the green cosmetics industry in Vietnam (Chau Thi Le Duyen, 2023).
The combination of influencer marketing and the vegan cosmetics trend not only raises consumer awareness but also promotes the sustainable development of the green cosmetics market. Although many studies have examined the impact of influencers on cosmetic purchase intentions, several limitations still need to be addressed. Most existing 1 research has focused on the cosmetics industry as a whole, without specifically analyzing the green and vegan cosmetics segment, which is rapidly growing due to the rising trend of sustainable consumption. Key factors such as brand ethical values, corporate social responsibility (CSR), and environmental awareness have not been thoroughly explored.
Additionally, many previous studies have relied on small sample sizes and have not conducted mediation or moderation analyses to gain deeper insights into the relationship between influencer marketing and green cosmetic purchase intentions. Based on the identified limitations, the study titled “The Impact of Influencers on Consumers' Purchase Intentions of Green Cosmetics in Hanoi: A Study on the Vegan Cosmetics Brand Cocoon” is proposed to address the existing research gaps. The objective of this study is to explore how influencers impact green cosmetic purchase intentions while analyzing key factors such as brand ethical values, corporate social responsibility (CSR), and environmental awareness. This study will focus on consumers in Hanoi, supplementing data on the northern market and enabling comparisons with previous studies in Ho Chi Minh City.
The proposed research model includes independent variables such as influencer credibility, attractiveness, influencer-brand fit, brand ethical values, and CSR. Additionally, the study will examine the mediating role of brand attitude and the moderating role of environmental awareness in the relationship between influencers and green cosmetic purchase intentions. General objective The objective of this study is to assess the impact of influencer marketing on consumers' purchase intentions of vegan cosmetics in Hanoi, with a particular focus on the Cocoon brand. As the trend of green consumption becomes increasingly popular, vegan cosmetic brands are leveraging influencer marketing as a key tool to reach customers and build trust.
Therefore, this study aims to clarify the relationship between influencer attributes and consumers' purchase intentions, providing relevant recommendations for Cocoon's marketing strategies. Specific objectives Research objective 1: To identify and analyze the impact of influencers on consumers' purchase intentions regarding green cosmetics in Hanoi. This objective aims to clarify how influencers affect consumer behavior in the green cosmetics industry. 2 Research objective 2: To identify which factor has the strongest impact on consumers' purchase intentions toward the vegan cosmetics brand Cocoon.
Research subject and scope 1. Research subjects - Consumers in Hanoi who are interested in green cosmetics, vegan cosmetics, and tend to purchase products based on sustainability and environmental friendliness.