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likelihood of purchasing green products. Therefore, the study contributes to the literature
by integrating marketing strategy and cultural influence within a unified framework,
thereby explaining how environmental communication and social values can translate
into sustainable consumption in digital retail environments.
The findings provide several practical implications for firms operating in the online
cosmetics industry. First, companies should invest in well-designed green marketing
strategies that clearly communicate the environmental benefits of their products, such as
sustainable ingredients, recyclable packaging, or cruelty-free production processes.
However, merely highlighting green attributes is not sufficient. Instead, firms must
consistently connect these environmental messages to the brand identity so that
consumers develop strong green brand awareness. For example, cosmetic companies
should integrate sustainability narratives across multiple digital touchpoints, including
social media campaigns, e-commerce product pages, and influencer collaborations that
emphasize eco-friendly lifestyles. Furthermore, businesses should engage with
communities that promote green consumer culture, such as environmentally conscious
online groups and sustainability-focused beauty influencers. However, given the
dominance of younger respondents in the sample, the findings primarily reflect Gen Z
consumers and may not fully represent older or more affluent customer segments in Ho
Chi Minh City.
Notwithstanding its contributions, this study is subject to several limitations that
warrant consideration in subsequent research. To begin with, the sample is restricted to
consumers in Ho Chi Minh City, which may constrain the extent to which the findings can
be generalized to other geographical settings or cultural environments. In addition, the
use of a convenience sampling approach via an online survey may give rise to potential
sampling bias, thereby affecting the representativeness of the data. Although the
relationships between GBA, GM, and GPB are statistically significant, their effect sizes (f²)
are relatively small, indicating limited practical impact. This suggests that while these
factors contribute to explaining green purchase behavior, their influence is not as
substantial as other determinants, such as Green Consumer Culture. Therefore, future
research is encouraged to explore additional variables that may better explain variations
in GPB and enhance the model’s explanatory power.

References
[1] Alharthey, B. K. (2019). Impact of green marketing practices on consumer
purchase intention and buying decision with demographic characteristics as moderator.
International Journal of Advanced and Applied Sciences, 6(3), 62–71.
[2] Ansari, H. W. A., Fauzi, W. I. M., & Salimon, M. G. (2022). Conceptualizing 5G’s of
green marketing for retail consumers and validating the measurement model through a
pilot study. Journal of Distribution Science, 20(4), 33–50.
[3] Baca, G., & Reshidi, N. (2025). Green branding and consumer behavior: Unveiling
the impact of environmental marketing strategies on purchase decisions. Business
Strategy and the Environment, 34(3), 3701–3713.
[4] Baltacı, D. Ç., Durmaz, Y., & Baltacı, F. (2025). The mediating role of attitudes in
the effect of human and environment-centered value orientation on green cosmetic
product purchasing behavior: Comparison of different countries. Environment,
Development and Sustainability, 1–24.

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