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cosmetics industry, which is closely associated with packaging waste, chemical ingredients,
and ethical production practices, environmental issues are increasingly visible to
consumers (Cai et al., 2025). As a result, many cosmetic brands have begun to incorporate
green marketing practices in order to highlight environmentally friendly ingredients,
sustainable packaging, or cruelty-free production processes (Baltacı et al., 2025). However,
although green messages appear more frequently in digital marketing communication, it
is still unclear to what extent these messages actually influence consumers’ purchasing
behavior in online environments (Cai et al., 2025).
At the same time, consumer behavior is not shaped solely by marketing
communication. Cultural values and social norms related to sustainability have also
become more influential in recent years (Baltacı et al., 2025). Through social media,
online communities, and digital content, consumers are constantly exposed to discussions
about environmentally responsible lifestyles and sustainable consumption practices. This
exposure contributes to the formation of a green consumer culture, in which individuals
are encouraged to support brands that demonstrate environmental responsibility (Ngo et
al., 2024). In large and dynamic cities such as Ho Chi Minh City, where digital commerce
and social media usage are highly prevalent, such cultural influences can spread rapidly
among consumers (NielsenIQ, 2024). Nevertheless, the presence of green marketing
messages and a supportive consumer culture does not necessarily guarantee that
consumers will purchase green products (Ungureanu et al., 2025). In many cases,
consumers may agree with environmental values yet remain uncertain about which
brands genuinely follow sustainable practices (Ungureanu et al., 2025). Therefore, green
brand awareness may play a critical role in bridging the gap between environmental
values, marketing communication, and actual purchasing decisions.
Building on these considerations, this study centers on the role of green brand
awareness in influencing green purchasing behavior within the online cosmetics market in
Ho Chi Minh City. In particular, it explores whether green marketing initiatives and green
consumer culture can enhance consumers’ recognition of environmentally responsible
brands, and whether such awareness subsequently translates into green purchase
behavior. By examining the mediating function of green brand awareness, the research
seeks to offer deeper insights into how environmental communications and cultural
factors interact in digital contexts. At the same time, it aims to clarify the pathways
through which consumers convert environmental values into actual purchasing decisions
in the online cosmetics sector. Accordingly, the study not only enriches the existing body
of literature on green marketing and digital consumer behavior but also provides practical
implications for cosmetic brands striving to promote sustainable products in an
increasingly digitalized marketplace.
2. Literature review
2.1. SOR theory and ABC model
The Stimulus-Organism-Response (SOR) theory is widely used to explain how
external environmental factors influence consumer behavior. The framework was
originally developed by Mehrabian & Russell (1974), who proposed that external stimuli
affect individuals’ internal psychological states, which subsequently lead to behavioral
responses. In marketing research, stimuli often refer to marketing activities or
environmental cues provided by firms, while the organism represents internal cognitive
processes such as perceptions or awareness (Ansari et al., 2022). Finally, the response
reflects behavioral outcomes such as purchasing behavior. Several studies have applied

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