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GOING GREEN IN THE DIGITAL AGE:
HOW GREEN BRAND AWARENESS MEDIATES THE INFLUENCE OF GREEN
MARKETING AND GREEN CONSUMER CULTURE ON GREEN PURCHASE
BEHAVIOR FOR ONLINE COSMETICS IN HO CHI MINH CITY

Nguyen Ngoc Thuy* 1

1 Foreign Trade University, Hanoi, Vietnam.
(*E-mail: ngocthuynguyenftu1@gmail.com)

ABSTRACT
The online cosmetic industry faces mounting pressure to adopt sustainable business
practices. To understand the drivers behind sustainable consumption, this study examines
how green brand awareness mediates the relationship between green marketing, green
consumer culture, and green purchase behavior. The research context focuses on the
digital cosmetics market in Ho Chi Minh City, Vietnam. We adopted a quantitative design
to test the theoretical framework. Data collection utilized a structured online
questionnaire distributed to consumers active in purchasing beauty products through e-
commerce platforms. The final dataset comprised 303 valid responses. We assessed the
reliability, validity, and structural paths of the model using Partial Least Squares Structural
Equation Modeling (PLS-SEM). The empirical results confirm the proposed hypotheses.
Green marketing and green consumer culture both exert a direct positive influence on
green purchase behavior. More importantly, the data supports the mediating role of
green brand awareness. When cosmetic brands deploy environmental marketing
strategies, they build specific brand recognition. This awareness then translates into
actual purchasing decisions. Similarly, consumers embedded in a green culture rely on
this brand awareness to guide their product selection. The study expands existing
literature by linking cultural factors with digital marketing tactics within a single cohesive
model. These outcomes offer practical value for cosmetic companies. Promoting eco-
friendly attributes alone does not guarantee higher sales. Managers must design
communication campaigns that establish clear associations between the brand and
environmental responsibility. By prioritizing brand awareness, businesses bridge the gap
between abstract cultural values, promotional efforts, and ultimate consumer spending
choices. This research provides a concrete framework for marketers targeting eco-
conscious buyers and building trust in digital retail.
Keywords: Green marketing, green consumer culture, green brand awareness,
green purchase behavior, online cosmetics, PLS-SEM.

1. Introduction
Environmental concerns have gradually moved from being a distant global issue to a
matter that directly affects everyday consumption decisions (Srivastava, 2025). Problems
such as climate change, environmental pollution, and excessive waste have encouraged
consumers to reconsider the environmental consequences of their purchasing habits. At
the same time, the rapid development of digital technologies has significantly changed
the way consumers access information and interact with brands (Putra & Dhewi, 2024). In
particular, online platforms and social media have become important spaces where
companies communicate product values, including environmental responsibility. In the

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