Title Factors affecting purchase intention of generation z consumers for online shopping of green cosmetics /
Translation of Title Veiksniai, turintys įtakos Z kartos vartotojų ketinimams pirkti ekologišką kosmetiką internetu.
Authors Baloch, Hussain Muntazar
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Pages 111
Keywords [eng] Generation Z, Online shopping, Green cosmetics, Purchase intention, Environmental awareness, Perceived value, Trust, Gender differences, Age differences, Consumer behavior, Sustainability, Trust in brands Communication strategies, Environmental consciousness
Abstract [eng] The thesis explores the factors of Generation Z consumers’ purchase intentions towards buying environmentally friendly cosmetics on the internet. It investigates the role of gender, age, level of awareness, perceived value, and trust in shaping preferences of Generation Z consumers for green cosmetic products, which are available in online marketplaces. This study combines surveys and statistical analyses, consisting of a quantitative research method which includes one survey to gain insights into the behavior and preferences of Generation Z consumers. The sample consisted of 384 people, which include 225 females, 57 males, and 102 respondents in the others’ category, who showed their awareness, perceived value, trust, and cosmetic online purchasing behavior. Also, this research examines these variables by comparing responses given by male and female members and different age groups of Generation Z. It draws attention to the disparity in the knowledge of green cosmetics among Z-generation women. The female respondents show awareness levels consistently higher than their male counterparts. It is important to note that among people who belong to Generation Z there is a higher awareness of the environment. Thus, they tend to prefer green cosmetics. The article examines the connection between gender, perceived value, and trust towards friendly cosmetics among Gen Z consumers. It shows that factors apart from gender figure out what the products stand for and why people trust them. The age of Generation Z influences their purchasing behavior regarding green cosmetics. The intentions of Generation Z shoppers to buy cosmetics online are affected by trust in brands. The brands targeting this audience should look to build and communicate trust-based plans.
Dissertation Institution Vilniaus universitetas.
Type Master thesis
Language English
Publication date 2024