Page 455 - ISC PROCEEDINGS 21.4

Figure 1. Research model
Source: Suggested by author.
3. Methodology
3.1. Measurement
The constructs in this study are measured using scales adapted from prior research
on green marketing, green consumer culture, green brand awareness, and consumer
behavior. Table 1 presents the detailed measurement items employed in the study. For
the items referring to “Brand X,” respondents were allowed to freely select the brand
they had in mind when answering the questions. This approach enables the study to
capture consumers’ perceptions and awareness based on the specific green brand they
are familiar with or have experience with.
Table 1. Scale Description

Number of observed
Variables Source
variables
Simanjuntak et al.
GM - Green Marketing 3
(2023)
Mourad & Ahmed
GBA - Green Brand Awareness 5
(2012)

GCC - Green Consumer Culture 4 Ngo et al. (2024)

GPB - Green Purchase Behavior 4 Ngo et al. (2024)
Source: Proposed by the author.
3.2. Data collection
The data used in this study were collected through a survey conducted with
consumers in Ho Chi Minh City. The target respondents were individuals who have
experience purchasing cosmetics through online platforms. This group was selected
because the cosmetics industry has increasingly adopted green marketing strategies,
while online channels have become an important medium through which consumers
interact with brands and obtain product information.

454