Name: Tran Minh Phuong (Flora) - E2300099

Topic: "The application of Theory planned behavior on the consumer purchasing

behavior of students at VNUIS: An analysis of vegan cosmetic products"

Keywords: Attitude, past experience, perceived behavioral control, subjective norm,

consumer purchasing behavior, vegan cosmetic products.

Table of content
Part 1: Introduction....................................................................................................................2
1.1 Problem statement......................................................................................................2
1.2 Research question.......................................................................................................2
1.3 Research objectives....................................................................................................2
Part 2: Literature reviews...........................................................................................................2
2.1 Theorecal framework: Theory of planned behavior.........................................................2
2.2 Factors..............................................................................................................................3
2.2.1 Environmental awareness..........................................................................................3
2.2.2 Peer pressure.............................................................................................................3
2.2.3 Performance ability...................................................................................................3
2.2.4 Intention to consumer behavior.................................................................................3
2.3 Conceptual framework.....................................................................................................3
Part 3: Research methodology...................................................................................................4
3.1 Philosophy........................................................................................................................4
3.2 Method adoption..............................................................................................................4
3.3 Sampling and distribution method...................................................................................5
Part 4: Conclusion......................................................................................................................6

1
Part 1: Introduction
1.1 Problem statement
Background:

Research and application of the theory of planned behavior (TPB) to evaluate the influence of
factors including past experiences, attitudes, subjective standards and perceived behavioral
control. on behavioral intention to use vegan cosmetic products of students at VNUIS.

1.2 Research question

RQ1: Does environmental awareness impacts on the consumer purchasing behavior on vegan
cosmetic products?
RQ2: Does peer pressure impacts on the consumer purchasing behavior on vegan cosmetic
products?
RQ3: Does perfomancce ability impacts on the consumer purchasing behavior on vegan
cosmetic products?

1.3 Research objectives

Research on applying the theory of planned behavior - TPB to evaluate the influence of
factors including past experiences, attitudes, subjective standards and perceived behavioral
control on behavioral intention to use vegan cosmetic products of students at VNUIS.

Part 2: Literature reviews

2.1 Theorecal framework: Theory of planned behavior

2
The TPB has been utilised to be the framework of this study, due to its previous application
in effective prediction of human intention and behaviour (East et al., 2016). Theory of
planned behavior (TPB) of Ajzen (1991) evolved from the theory of reasoned action (TRA)
of Ajzen and Fishbein (1975), which was improved by adding perceived behavioral control
variables. Similar to the TRA, the central construct in the TPB is the individual's intention to

perform a specific behavior. In this new theory, the author argues that the intention to
perform a behavior will be influenced by three factors such as attitude toward the behavior,
subjective norm, and perceived behavioral control. A model of the TPB is presented below:

Figure 1: Theory of Planned Behavior (TPB) model (Ajzen, 1991)

Attitude refers to how people evaluate or appraise the behavior in question whether they have
an unfavorable view (Ajzen, I. & Fishbein, M., 1975). Subjective norm on the hand relates to
the perceived pressure that influences whether a person performs or avoids performing a
behavior (Ajzen, 1991). Perceived Behavioral Control captures an individual's perception of
how easy or difficult it's for them to engage in a behavior of interest (Ajzen, 2002).

2.2 Factors
2.2.1 Environmental awareness
2.2.2 Peer pressure
2.2.3 Performance ability
2.2.4 Intention to consumer behavior

2.3 Conceptual framework

3
This section will modify the TPB model by discarding behavior, as the main objective of this
study is to determine the effects on the intention to purchase vegan cosmetic products.The
independent variables in this study will comprise attitude, subjective norm, perceived
behavioral control, and past experience, while the dependent variable is behavioral intention
to use vegan cosmetic products. This model will be illustrated below in Figure 2.

Figure 2: Proposed research model

(Application from the theory of planned behavior_TPB model of Ajzen, 1991)

Part 3: Research methodology

3.1 Philosophy
[The purpose of this study is to investigate how consumers purchase vegan cosmetic
products, in which the intention was explained using the Theory of Planned Behaviour
model. Our research focused on factors that influence consumer behavior in relation to vegan
cosmetics, including environmental awareness, the opinions of people around, and the
performance ability. To examine such issues, a quantitative research that involved
Vietnamese users of vegan cosmetic products was conducted to collect and analyze data.]
This methodology is regarded as deductive, wherein the consecutive stages encompass
measurement, analysis, and conclusion (Watson, 2015). The strength of quantitative research
lies in its objective nature, as it can identify patterns and relationships between variables
through measurable and numerical data (Reyes, 2004). According to Joppe (2000), if the
research effectively evaluates the intended variable, it is considered to possess validity. In
order to ensure consistent and accurate findings, this report will concentrate specifically on
vegan cosmetic products, thereby potentially enhancing the credibility of the report; utilizing
quantitative research methodology, robust and valid analytical explanations for the
hypotheses will be generated, ultimately providing a meaningful response to the research

4
question; additionally, a Cronbach's alpha test will be employed in this study to evaluate the
instruments' consistency, as detailed in the results section.

3.2 Method adoption

[The method selected for this investigation was self-report due to its exceedingly efficacious
and well-organized data gathering approach, which is formulated to solely execute requisite
information (Bryman, 2016). A survey was conducted on the popular social media platforms
Facebook and Instagram, targeting students at VNUIS. The purpose of the survey was to
gather information about using vegan cosmetic products. The survey consisted of a
questionnaire created on Google Forms, available in both Vietnamese and English language.]
It included three multiple-choice questions and 22 questions with a 5-point Lickert scale.
Participants were requested to provide their age, gender, and consumer purchasing behavior
in relation to vegan cosmetic products for the multiple-choice questions. This allowed the
researcher to gain insights into the demographic of the sample. In addition, participants were
not obligated to disclose their identities or any other individual details in order to guarantee
confidentiality and mitigate the influence of social desirability bias, which occurs when
people answer in a way that helps them appear good or socially acceptable (Krumpal, 2013).
This contributes to the identification of any constraints and implications associated with the
study. The Likert scale queries facilitate the exploration of the degree to which participants
concur or disagree with the provided statements (Burns and Burns, 2008). The answers to
each sentence are labeled as follows: Strongly Disagree = 1, Disagree = 2, Neutral = 3, Agree
= 4, and Strongly Agree = 5. The main point of the questions falls under three categories:
environmental awareness, peer pressure, and performance ability. The data collected from
these inquiries will be utilized to evaluate hypothesis 1 (environmental awareness),
hypothesis 2 (peer pressure), and hypothesis 3 (performance ability) posited in Chapter 2.

3.3 Sampling and distribution method

According to Veale et al. (2012), The research used a convenience sampling method (also
known as accidental sampling) to recruit participants, the method employs people who are
easily accessible, available at the time, and ready to participate. This approach allows the
researcher to collect data quickly and conveniently. The target audience of the study is

5
students at VNUIS aged between 18 to 24 years old who use vegan cosmetic products in
daily routines.

3.4 Data Collection

After collecting the data it is acceptable to use SPSS for conducting analysis.

Part 4: Conclusion
In conclusion, factors including environmental awareness attitudes, peer pressure and
implementation ability affect the behavioral intention to use vegan cosmetic products of
students at VNUIS. By using the TPB framework, it is easier to study the factors that
influences the customers purchasing behavior on using vegan skincare products. Therefore,
future studies can apply the TPB model to evaluate the content of environmental protection
and responsibility. Besides, future studies can also follow this study and evaluate the actual
behavior of customers whose behavior of using vegan cosmetic products is not behavioral
intention.

6
1. The impact of green marketing on consumer behavior in the market of palm oil
products
Machová, R., Ambrus, R., Zsigmond, T., & Bakó, F. (2022). The impact of green marketing
on consumer behavior in the market of palm oil products. Sustainability 14 (3): 1364.

2. Green consumer behavior in the cosmetics market

Amberg, N., & Fogarassy, C. (2019). Green consumer behavior in the cosmetics market.
Resources, 8(3), 137.

3. Peer pressure and its influence on consumers in Taiwan

Chang, S. C., & Nguyen, T. A. (2018). Peer pressure and its influence on consumers in
Taiwan. African Journal of Business Management, 12(8), 221-230.

4. Effect of popularity and peer pressure on attitudes toward luxury among teens
Gil, L. A., Dwivedi, A., & Johnson, L. W. (2017). Effect of popularity and peer pressure on
attitudes toward luxury among teens. Young Consumers, 18(1), 84-93.

5. Green consumption behaviours of consumers within the scope of TPB

Emekci, S. (2019). Green consumption behaviours of consumers within the scope of TPB.
Journal of Consumer Marketing, 36(3), 410-417.

6. The awareness of environmentally friendly products: The impact of green advertising

and green brand image
Alamsyah, D., Othman, N., & Mohammed, H. (2020). The awareness of environmentally
friendly products: The impact of green advertising and green brand image. Management
Science Letters, 10(9), 1961-1968

7. Generativity and Green Purchasing Behavior: Moderating Role of Man-Nature

Orientation and Perceived Behavioral Control
Afridi, S. A., Khan, W., Haider, M., Shahjehan, A., & Afsar, B. (2021). Generativity and
green purchasing behavior: moderating role of man-nature orientation and perceived
behavioral control. Sage Open, 11(4), 21582440211054480.

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8. Understanding consumers’ intentions to purchase green products in the social media
marketing contex
Sun, Y., & Wang, S. (2020). Understanding consumers’ intentions to purchase green products
in the social media marketing context. Asia pacific journal of marketing and logistics, 32(4),
860-878.

9. People’s Attitude towards Green Marketing Communication and Green Purchasing

Behavior
Ahmed, W., & Khan, U. T. (2023). People’s Attitude towards Green Marketing
Communication and Green Purchasing Behavior. Contemporary Issues in Social Sciences
and Management Practices, 2(3), 323-333.

10. Determinants on Green Repurchase Intention Vegan Skincare Products: The

Mediation of Attitude Towards Behavior
Ramadhina, A. L., & Paramita, V. S. (2024). Determinants on Green Repurchase Intention
Vegan Skincare Products: The Mediation of Attitude Towards Behavior. Ilomata
International Journal of Management, 5(1), 113-132.

11. A consumer definition of eco-friendly packaging

Nguyen, A. T., Parker, L., Brennan, L., & Lockrey, S. (2020). A consumer definition of eco-
friendly packaging. Journal of Cleaner Production, 252, 119792.

12. Using theory of planned behavior (TPB) examining consumer intention and
behavior towards organic food consumption in Uttarakhand, India
Saxena, S., & Vij, S. Using theory of planned behavior (TPB) examining consumer intention
and behavior towards organic food consumption in Uttarakhand, India.

13. A Study on Consumer Purchasing Behavior towards Herbal Products using Theory
of Planned Behavior (TPB)
Nivetha, T., Uma, K., & Olive, P. F. (2020). A Study on Consumer Purchasing Behavior
towards Herbal Products using Theory of Planned Behavior (TPB). Int. J. Curr. Microbiol.
App. Sci, 9(8), 3290-3296.

8
14. Understanding Consumer Intent to Buy Local Food: Adding Consumer Past
Experience and Moral Obligation Toward Buying Local Blueberries in Florida Within
the Theory of Planned Behavior
Holt, J., Rumble, J. N., Telg, R., & Lamm, A. (2018). Understanding consumer intent to buy
local food: Adding consumer past experience and moral obligation toward buying local
blueberries in Florida within the theory of planned behavior. Journal of Applied
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15. Vegan trend in consumer buying behaviour

Le, T. (2019). Vegan Trend In Consumer Buyıng Behavıour. Degree Program in International
Business Oulu University of Applied Sciences.

16. Impact of green marketing on consumer buying behavior: The mediating role of
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3. Analysing the Influence of Green Marketing Communication in Consumers' Green
Purchase Behaviour
Correia, E., Sousa, S., Viseu, C., & Larguinho, M. (2023). Analysing the Influence of Green
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of Environmental Research and Public Health, 20(2), 1356.

4. People’s Attitude towards Green Marketing Communication and Green Purchasing

Behavior
Ahmed, W., & Khan, U. T. (2023). People’s Attitude towards Green Marketing
Communication and Green Purchasing Behavior. Contemporary Issues in Social Sciences
and Management Practices, 2(3), 323-333.

6. Green Marketing in The Decision to Purchase Cosmetic Products

del Pilar MIRANDA-GUERRA, M., ARELLANO, N. F. A., CONDORACHAY, J. M. G., &
RAMOS, C. E. V. (2023). Green Marketing in The Decision to Purchase Cosmetic Products.

7. Effect of Green Marketing and Corporate Social Responsibility on Brand Image of

the Cosmetic Brands
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Boztepe, A. (2012). Green marketing and its impact on consumer buying behavior. European
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Purchase Decision in a New Developing Nation
Nekmahmud, M., & Fekete-Farkas, M. (2020). Why not green marketing? Determinates of
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13. Green Marketing: A Study of Consumers Attitude towards Eco-Friendly Products
in Thiruvallur District
Kalaiselvi, S., & Dhinakaran, D. P. (2021). Green Marketing: A Study of Consumers Attitude
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14. Factors affecting green purchase behavior: A systematic literature review

Sharma, K., Aswal, C., & Paul, J. (2023). Factors affecting green purchase behavior: A
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15. Customer Trust through Green Corporate Image, Green Marketing Strategy, and
Social Responsibility: A Case Study
Widyastuti, S., Said, M., Siswono, S., & Firmansyah, D. A. (2019). Customer trust through
green corporate image, green marketing strategy, and social responsibility: A case study.

16. Green marketing orientation: evolution, conceptualization and potential benefits

Vilkaite-Vaitone, N., & Skackauskiene, I. (2019). Green marketing orientation: evolution,
conceptualization and potential benefits. Open Economics, 2(1), 53-62.

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1
behavior
awareness
Consumer
Environmental

v
v
Machová, R., Ambrus, R., Zsigmond, T., & Bakó, F. (2022). The impact of green marketing on consumer behavior in the market of
palm oil products. Sustainability 14 (3): 1364.

Amberg, N., & Fogarassy, C. (2019). Green consumer behavior in the cosmetics market. Resources, 8(3), 137.

v
v
Chang, S. C., & Nguyen, T. A. (2018). Peer pressure and its influence on consumers in Taiwan. African Journal of Business

v
Management, 12(8), 221-230.

Gil, L. A., Dwivedi, A., & Johnson, L. W. (2017). Effect of popularity and peer pressure on attitudes toward luxury among teens.

v
Young Consumers, 18(1), 84-93.

v
v
Emekci, S. (2019). Green consumption behaviours of consumers within the scope of TPB. Journal of Consumer Marketing, 36(3),
410-417.

v
Alamsyah, D., Othman, N., & Mohammed, H. (2020). The awareness of environmentally friendly products: The impact of green
advertising and green brand image. Management Science Letters, 10(9), 1961-1968.

Afridi, S. A., Khan, W., Haider, M., Shahjehan, A., & Afsar, B. (2021). Generativity and green purchasing behavior: moderating role

v
v
of man-nature orientation and perceived behavioral control. Sage Open, 11(4), 21582440211054480.

v
Sun, Y., & Wang, S. (2020). Understanding consumers’ intentions to purchase green products in the social media marketing context.
Asia pacific journal of marketing and logistics, 32(4), 860-878.

Ahmed, W., & Khan, U. T. (2023). People’s Attitude towards Green Marketing Communication and Green Purchasing Behavior.
Contemporary Issues in Social Sciences and Management Practices, 2(3), 323-333.

v
v
Ramadhina, A. L., & Paramita, V. S. (2024). Determinants on Green Repurchase Intention Vegan Skincare Products: The Mediation
of Attitude Towards Behavior. Ilomata International Journal of Management, 5(1), 113-132.

v
Nguyen, A. T., Parker, L., Brennan, L., & Lockrey, S. (2020). A consumer definition of eco-friendly packaging. Journal of Cleaner
Production, 252, 119792.

v
v

Saxena, S., & Vij, S. Using theory of planned behavior (TPB) examining consumer intention and behavior towards organic food
consumption in Uttarakhand, India.
v
v

Nivetha, T., Uma, K., & Olive, P. F. (2020). A Study on Consumer Purchasing Behavior towards Herbal Products using Theory of
Planned Behavior (TPB). Int. J. Curr. Microbiol. App. Sci, 9(8), 3290-3296.

Holt, J., Rumble, J. N., Telg, R., & Lamm, A. (2018). Understanding consumer intent to buy local food: Adding consumer past
v

experience and moral obligation toward buying local blueberries in Florida within the theory of planned behavior. Journal of Applied
Communications, 102(2), 5.
v
v

Le, T. (2019). Vegan Trend In Consumer Buyıng Behavıour. Degree Program in International Business Oulu University of Applied
Sciences.
Social
v v v v v v v
pressure
Past
v
experience
Perceived
behavioural v v v v
control
Natural
v v v v
cosmetic
Brand v
Price v
Eco-label v v v
Brand v v