A study of consumer behavior and willingness to pay towards cosmetic products of generation Z in Hochiminh city

A study of consumer behavior and willingness to pay towards cosmetic products of generation Z in Hochiminh city

The global cosmetics industry is experiencing robust growth and Generation Z (Gen Z) is a potential customer source of this market. This research examines customers’ intentions to purchase cosmetic goods of Gen Z in Hochiminh city using perceived value factors as the antecedents of attitude in the m...

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Bibliographic Details
Main Authors: Bich Tran Hien Thi, Duy Nguyen Phuong Ngoc, Vo Trung Quang, Nguyen Viet Nhu, Dieu Nguyen Thao Ho, Kristina Susi Ari, Endarti Dwi
Format: Article
Language:English
Published: EDP Sciences 2023-01-01
Series:BIO Web of Conferences
Subjects:
consumer behavior
cosmetic products
generation z
hochiminh city
willingness to pay
Online Access:https://www.bio-conferences.org/articles/bioconf/pdf/2023/20/bioconf_biomic2023_05001.pdf

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