Research on the Impact of Electronic Word-of-Mouth (EWOM), User-Generated Content and Subjective Norm on the Intention to Purchase Vegan Cosmetics of Gen Z Women Through Social Media Platforms in Vietnam

Abstract

The Vietnamese market is experiencing intense competition, especially in the context of technological development and companies looking for ways to reach Gen Z consumers. Platforms such as Facebook, Instagram, and TikTok have become places where consumers learn about products, read reviews, and interact with brands. Gen Z frequently uses these platforms to explore new products and review opinions from the community. The purpose of this research is to clarify the relationship between factors such as eWom, subjective norms, and user-generated content with the purchase intention of Gen Z females towards vegan cosmetics, thereby providing appropriate marketing strategies for the Vietnamese market. Data was collected through an online survey targeting three main groups: working individuals, students, and high schoolers. A total of 415 valid observations were used to test the relationships through Structural Equation Modeling (SEM). The research results show that all hypotheses are accepted and statistically significant, contributing to proving and expanding previous hypotheses and aligning with the current situation. The study suggests several practical solutions to help businesses increase the online purchase intention of vegan cosmetics for female Gen Z consumers through popular social media platforms in Vietnam.