Southeast Asia has been considered as a new land of opportunity that has a lot of room for growth in the beauty and personal care market. Even after Covid-19 struck, the sales in both Indonesia and Vietnam increased through digital sales. This means Indonesia and Vietnam have promising market prospects for sustainable organic skincare. The research study was conducted by including two groups, a total of 239 valid responses were collected from the control group, whereas 309 valid responses were collected from the experimental group. Structural Equation Model (SEM) was employed to analyze the data using SPSS AMOS. The results showed beauty and environmental consciousness, as well as attitude and perceived value as mediating variables playing an important role in the purchase of organic skincare products in Indonesia and Vietnam. In addition, this study also found that green messages that trigger consumer beauty, health, and environmental consciousness can lead to positive consumer behavior toward sustainable organic skincare products.

Southeast Asia has been considered as a new land of opportunity that has a lot of room for growth in the beauty and personal care market. Even after Covid-19 struck, the sales in both Indonesia and Vietnam increased through digital sales. This means Indonesia and Vietnam have promising market prospects for sustainable organic skincare. The research study was conducted by including two groups, a total of 239 valid responses were collected from the control group, whereas 309 valid responses were collected from the experimental group. Structural Equation Model (SEM) was employed to analyze the data using SPSS AMOS. The results showed beauty and environmental consciousness, as well as attitude and perceived value as mediating variables playing an important role in the purchase of organic skincare products in Indonesia and Vietnam. In addition, this study also found that green messages that trigger consumer beauty, health, and environmental consciousness can lead to positive consumer behavior toward sustainable organic skincare products.

Adetola, O. J., Aghazadeh, S., & Abdullahi, M. (2021). Perceived Environmental Concern, Knowledge, and Intention to Visit Green Hotels: Do Perceived Consumption Values Matter? In Pakistan Journal of Commerce and Social Sciences (Vol. 15, Issue 2).
Agarwal, A. (2021, November 18). The sustainability gap in Southeast Asia: Ambitions vs Reality. Accenture. https://www.accenture.com/sg-en/blogs/southeast-asia-blog/the-sustainability-gap-in-southeast-asia-ambitions-vs-reality
Ahmad, S. N. B. B., Omar, A. B., & Rose, R. bin. (2015). Influence Of Personal Values On Generation Z’s Purchase Intention For Natural Beauty Products. Advances in Global Business Research, 436–445.
Ajzen, I. (1991). The Theory of Planned Behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211. https://doi.org/10.1016/0749-5978(91)90020-T
Ajzen, I. (2020). The Theory Of Planned Behavior: Frequently Asked Questions. Human Behavior and Emerging Technologies, 2(4), 314–324. https://doi.org/10.1002/hbe2.195
Asih, R. (2021, September 18). 6 Produk Skincare Lokal Alami dengan Harga Ringan di Kantong. Ramah Lingkungan!. Hipwee. https://www.hipwee.com/style/skincare-lokal-organik/
Baek, M.-J., & Chea, S. (2021, June 10). Southeast Asia Is The Answer For Some Cosmetics Companies. Korean JoongAng Daily . https://koreajoongangdaily.joins.com/2021/10/06/business/industry/ecommerce-southeast-asian-shopee/20211006174137290.html
Bailly, J. (2020, May 13). Dear Beauty Industry: Enough Already With All The Packaging. Allure. https://www.allure.com/story/beauty-industry-packaging-waste.
Baron, R. M., & Kenny, D. A. (1986). The Moderator–Mediator Variable Distinction In Social Psychological Research: Conceptual, Strategic, And Statistical Considerations. Journal of Personality and Social Psychology, 51(6), 1173–1182. https://doi.org/10.1037/0022-3514.51.6.1173
Breidert, C. (2006). Estimation of Willingness-to-Pay. DUV. https://doi.org/10.1007/978-3-8350-9244-0_3
Brooking, F. (2021, June 17). Sustainable Skincare: What Does The Term Actually Mean?. Pebble Magazine. https://pebblemag.com/magazine/living/what-is-sustainable-skincare
Bui, T. Q., Nguyen, N. T., Nguyen, K. K., & Tran, T. T. (2021). Antecedents Affecting Purchase Intention of Green Skincare Products: A Case Study in Vietnam. Journal of Asian Finance, Economics and Business, 8(3), 1295–1302. https://doi.org/10.13106/jafeb.2021.vol8.no3.1295
Carter, B. (2021). How You Can Support the Plastic Soup Foundation. Flaske. https://flaske.com/blogs/news/how-you-can-support-the-plastic-soup-foundation
Chalani, K., & Ketakumbura, N. (2019). The Impact Of Guests’ Attitude And Subjective Norm On Willingness To Pay A Premium For Renewable Energy Practices In Sri Lankan Hotel Industry: An Application Of Theory Of Reasoned Action (TRA). https://doi.org/10.54989/msd-2019-0002
Chaudhary, R., & Bisai, S. (2018). Factors Influencing Green Purchase Behavior Of Millennials In India. Management of Environmental Quality: An International Journal, 29(5), 798–812. https://doi.org/10.1108/MEQ-02-2018-0023
Chen, M. F., & Tung, P. J. (2014). Developing An Extended Theory Of Planned Behavior Model To Predict Consumers’ Intention To Visit Green Hotels. International Journal of Hospitality Management, 36, 221–230. https://doi.org/10.1016/j.ijhm.2013.09.006
Chen, Y.-S., & Chang, C.-H. (2013). Greenwash and Green Trust: The Mediation Effects of Green Consumer Confusion and Green Perceived Risk. Journal of Business Ethics, 114(3), 489–500. https://doi.org/10.1007/s10551-012-1360-0
Christine, K. Y. T., Kempa, S., & Vincēviča-Gaile, Z. (2020). Determinant Factors in Purchasing Korean Skin Care Products. SHS Web of Conferences, 76, 01021. https://doi.org/10.1051/shsconf/20207601021
Chu, K. M. (2018). Mediating Influences Of Attitude On Internal And External Factors Influencing Consumers’ Intention To Purchase Organic Foods In China. Sustainability (Switzerland), 10(12). https://doi.org/10.3390/su10124690
Coherent Market Insight. (2019). ASEAN Organic Cosmetics Market To Reach US$ 7,297.6 Million By 2027. https://www.coherentmarketinsights.com/market-insight/asean-organic-cosmetics-market-3152
Culliney, K. (2021, December 10). Ecovia Intelligence Founder: ‘It’s No Longer Just About Natural And Organic, It’s About The Wider Green Issues”. https://www.cosmeticsdesign-europe.com/Article/2021/12/10/Natural-and-organic-cosmetics-market-now-focusing-on-sustainability-and-green-beauty-issues-says-Ecovia-Intelligence
Deyshappriya, N. P. R., & Kumari, M. M. T. D. M. (2019). Determinants of the Behavioural Intentions of Households to Recycle E-Waste in Sri Lanka. Asian Journal of Empirical Research, 9(8), 202–216. https://doi.org/10.18488/journal.1007/2019.9.8/1007.8.202.216
Dimock, M. (2019, January 17). Defining generations: Where Millennials end and Generation Z begins. Pew Research Center. https://www.pewresearch.org/fact-tank/2019/01/17/where-millennials-end-and-generation-z-begins/
Dong, H., Kouyate, B., Snow, R., Mugisha, F., & Sauerborn, R. (2003). Gender’s Effect On Willingness-To-Pay For Community-Based Insurance In Burkina Faso. Health Policy, 64(2), 153–162. https://doi.org/10.1016/s0168-8510(02)00144-6
Esiti, B. G. (2020). Personal Values and Purchase Intention of Organic Care Products Among Female Nigerians. International Journal of Recent Scientific Research, 11(07), 39345–39350. https://doi.org/10.24327/ijrsr.2020.1107.5481
Fan, Y., Chen, J., Shirkey, G., John, R., Wu, S. R., Park, H., & Shao, C. (2016). Applications Of Structural Equation Modelling (SEM) In Ecological Studies: An Updated Review. Ecological Processes, 5(1), 19. https://doi.org/10.1186/s13717-016-0063-3
Fonseca-Santos, B., Antonio Corrêa, M., & Chorilli, M. (2015). Sustainability, Natural And Organic Cosmetics: Consumer, Products, Efficacy, Toxicological And Regulatory Considerations. Brazilian Journal of Pharmaceutical Sciences, 51(1), 17–26. https://doi.org/10.1590/S1984-82502015000100002
Fonseca-Santos, B., Corrêa, M. A., & Chorilli, M. (2015). Sustainability, Natural And Organic Cosmetics: Consumer, Products, Efficacy, Toxicological And Regulatory Considerations. Brazilian Journal of Pharmaceutical Sciences, 51(1), 17–26. https://doi.org/10.1590/S1984-82502015000100002
Fornell, C., & Larcker, D. F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18(1), 39. https://doi.org/10.2307/3151312
Gaskin, J. (2021). Stats Tools Package : Excel Stat Tools. http://statwiki.gaskination.com/index.php?title=Main_Page
Gerstell, E., Spagnuolo, E., Marchessou, S., & Schmidt, J. (2020, December 14). How Covid-19 Is Changing The World Of Beauty. McKinsey & Company. https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/how-covid-19-is-changing-the-world-of-beauty.
Ghazali, E., Soon, P. C., Mutum, D. S., & Nguyen, B. (2017). Health And Cosmetics: Investigating Consumers’ Values For Buying Organic Personal Care Products. Journal of Retailing and Consumer Services, 39, 154–163. https://doi.org/10.1016/j.jretconser.2017.08.002
Grant, H. (2021, December 26). Ethical Skincare Brands: A Complete Guide to Organic, Natural and Sustainable Products. Unsustainable Magazine. https://www.unsustainablemagazine.com/a-guide-to-ethical-and-sustainable-skincare/
Haanaes, K. (2016). Why All Businesses Should Embrace Sustainability. https://www.imd.org/research-knowledge/articles/why-all-businesses-should-embrace-sustainability/
Haller, K., Lee, J., & Cheung, J. (2020). Meet The 2020 Consumers Driving Change. https://www.ibm.com/thought-leadership/institute-business-value/report/consumer-2020
Han, H., Hsu, L. T. (Jane), & Sheu, C. (2010). Application of the Theory of Planned Behavior to green hotel choice: Testing the effect of environmental friendly activities. Tourism Management, 31(3), 325–334. https://doi.org/10.1016/j.tourman.2009.03.013
Hasnan, L. (2019, November 11). Organic farming in Southeast Asia. The ASEAN Post. https://theaseanpost.com/article/organic-farming-southeast-asia
Hayes, S. D., Gooding, M., Doornbosch, H., & Palmer, M. (2021). A time for hope: Consumers’ outlook brightens despite headwinds. https://www.pwc.com/gx/en/industries/consumer-markets/consumer-insights-survey.html
Henriques, M., & Patnaik, D. (2021). Social Media and Its Effects on Beauty. In Beauty - Cosmetic Science, Cultural Issues and Creative Developments. IntechOpen. https://doi.org/10.5772/intechopen.93322
Hitt, L., & Chen, S. (2001). Brand Awareness and Price Dispersion in Electronic Markets. ICIS 2001 Proceedings.
Hoffower, H., & Kiersz, A. (2021, September 26). The 40-Year-Old Millennial And The 24-Year-Old Gen Zer Are In Charge Of America Right Now. Business Insider. https://www.businessinsider.com/24-gen-z-trends-40-millennial-spending-changing-economy-2021-9
Hofstede, G. (2011). Dimensionalizing Cultures: The Hofstede Model in Context. Online Readings in Psychology and Culture, 2(1). https://doi.org/10.9707/2307-0919.1014
Hofstede Insights. (n.d.). Compare Countries. Hofstede Insights. https://www.hofstede-insights.com/product/compare-countries/
Hong, B.-S. (2006). The Effect of Appearance Concern on Purchase Intention and Brand Loyalty of Cosmetics of Middle and Elderly Women. Journal of the Korean Home Economics Association, 44(12), 1–7. https://www.researchgate.net/publication/264151592
Hosseinpour, M., Nezakati, H., Md Sidin, S., & Foong Yee, W. (n.d.). Consumer’s Intention of Purchase Sustainable Products: The Moderating Role of Attitude and Trust. https://www.researchgate.net/publication/298181079
Hu, H. H., Parsa, H. G., & Self, J. (2010). The Dynamics Of Green Restaurant Patronage. Cornell Hospitality Quarterly, 51(3), 344–362. https://doi.org/10.1177/1938965510370564
Jiménez, M., & Yang, K. C. C. (2008). How Guilt Level Affects Green Advertising Effectiveness? Journal of Creative Communications, 3(3), 231–254. https://doi.org/10.1177/097325861000300301
Joshi, Y., & Rahman, Z. (2017). Investigating The Determinants Of Consumers’ Sustainable Purchase Behavior. Sustainable Production and Consumption, 110–120.
Jung, S., & Jin, B. (2016). Sustainable Development Of Slow Fashion Businesses: Customer Value Approach. Sustainability (Switzerland), 8(6). https://doi.org/10.3390/su8060540
Kale, R., & Deshmukh, R. (2020). Vietnam Skin Care Products Market. https://www.alliedmarketresearch.com/vietnam-skin-care-products-market-A06729
Khan, R., & Siddiqui, Dr. D. A. (2020). The Effect Consumers’ Consciousness, Social and Personality Factors on Purchase Intention for Organic Cosmetic in Pakistan. https://doi.org/10.2139/ssrn.3756979
Khoiriyah, S., Juan, M., & Toro, S. (2018). Attitude Toward Green Product, Willingness To Pay And Intention To Purchase. International Journal of Business and Society (Vol. 19, Issue 4).
Kim, S., & Seock, Y.-K. (2009). Impacts Of Health And Environmental Consciousness On Young Female Consumers’ Attitude Towards And Purchase Of Natural Beauty Products. International Journal of Consumer Studies, 33(6), 627–638. https://doi.org/10.1111/j.1470-6431.2009.00817.x
Konuk, F. A. (2018). Antecedents Of Pregnant Women’s Purchase Intentions And Willingness To Pay A Premium For Organic Food. British Food Journal, 120(7), 1561–1573. https://doi.org/10.1108/BFJ-11-2017-0631
Kopp, C. M. (2020, November 20). Perceived Value. Investopedia. https://www.investopedia.com/terms/p/perceived-value.asp
Korichi, R., Delphine, Gazano, G., & Aubert, A. (2008). Why Women Use Makeup: Implication Of Psychological Traits In Makeup Functions. Journal of Cosmetic Science.
Kudhail, P. (2021, July 29). The Rise of Natural Beauty: Are Our Skincare Preferences Changing? Mancunian Matters. https://www.mancunianmatters.co.uk/lifestyle/29072021-the-rise-of-natural-beauty-are-our-skincare-preferences-changing/
Kumar, A., Prakash, G., & Kumar, G. (2021a). Does Environmentally Responsible Purchase Intention Matter For Consumers? A Predictive Sustainable Model Developed Through An Empirical Study. Journal of Retailing and Consumer Services, 58. https://doi.org/10.1016/j.jretconser.2020.102270
Kumar, A., Prakash, G., & Kumar, G. (2021b). Does Environmentally Responsible Purchase Intention Matter For Consumers? A Predictive Sustainable Model Developed Through An Empirical Study. Journal of Retailing and Consumer Services, 58. https://doi.org/10.1016/j.jretconser.2020.102270
Kumar, V., & Reinartz, W. (2016). Creating Enduring Customer Value. Journal of Marketing, 80(6), 36–68. https://doi.org/10.1509/jm.15.0414
Kung, M.-L., Wang, J.-H., & Liang, C. (2021). Impact of Purchase Preference, Perceived Value, and Marketing Mix on Purchase Intention and Willingness to Pay for Pork. Foods, 10(10), 2396. https://doi.org/10.3390/foods10102396
Laksmintari, A. (2020, October 19). Vegan, Organic, Cruelty-Free: Berbagai Label Ramah Lingkungan Pada Kosmetik dan Artinya. Okezone. https://highend-magazine.okezone.com/read/berbagai-label-ramah-lingkungan-pada-kosmetik-dan-artinya-G957hP
Lam, L. W. (2012). Impact Of Competitiveness On Salespeople’s Commitment And Performance. Journal of Business Research, 65(9), 1328–1334. https://doi.org/10.1016/j.jbusres.2011.10.026
Lammers, W. J., & Badia, P. (2005). Fundamentals of Behavioral Research. Thomson Wadsworth. https://doi.org/10.1002/9781118901731
Laroche, M., Bergeron, J., & Barbaro-Forleo, G. (2001). Targeting Consumers Who Are Willing To Pay More For Environmentally Friendly Products. Journal of Consumer Marketing, 18(6), 503–520. https://doi.org/10.1108/eum0000000006155
Lestari, E. R., Hanifa, K. P. U., & Hartawan, S. (2020). Antecedents of Attitude Toward Green Products and its Impact on Purchase Intention. IOP Conference Series: Earth and Environmental Science, 515(1). https://doi.org/10.1088/1755-1315/515/1/012073
Loan, C. T. K. (2021). Factors Influencing Green Purchase Intention of Students: A Case Study at Vietnam National University of Agriculture. Vietnam Journal of Agricultural Sciences, 3(3), 732–745. https://doi.org/10.31817/vjas.2020.3.3.07
Maichum, K., Parichatnon, S., & Peng, K. C. (2016). Application Of The Extended Theory Of Planned Behavior Model To Investigate Purchase Intention Of Green Products Among Thai Consumers. Sustainability, 8(10). https://doi.org/10.3390/su8101077
Mao, Y., Lai, Y., Luo, Y., Liu, S., Du, Y., Zhou, J., Ma, J., Bonaiuto, F., & Bonaiuto, M. (2020). Apple Or Huawei: Understanding Flow, Brand Image, Brand Identity, Brand Personality And Purchase Intention Of Smartphone. Sustainability, 12(8). https://doi.org/10.3390/SU12083391
Maslow, A. H. (1943). A Theory Of Human Motivation. Psychological Review, 50(4), 370–396. https://doi.org/10.1037/h0054346
Matić, M., & Puh, B. (2016). Consumers’ Purchase Intention Towards Natural Cosmetics. Entrepreneurship and Economic Issues, 29(1), 53–64
McKenzie, S. (2004). Social Sustainability: Towards Some Definitions.
Mclintock, K. (2020, May 29). The Average Cost of Beauty Maintenance Could Put You Through Harvard. https://www.byrdie.com/average-cost-of-beauty-maintenance
Medium. (2018, April 27). Will Millennial Purchasing Power Change the World? https://medium.com/the-future-of-financial-services/will-millennial-purchasing-power-change-the-world-2915e65dd39a
Moela, A. (2022, January 5). Generation Z News: Latest characteristics, research, and facts. Insider Intelligence. https://www.insiderintelligence.com/insights/generation-z-facts/
Morwitz, V. (2012). Consumers’ Purchase Intentions and Their Behavior. Foundations and Trends® in Marketing, 7(3), 181–230. https://doi.org/10.1561/1700000036
Mullen, C. (2020, January 13). Gen Buy: Millennials Projected To Spend $1.4 Trillion As Influence Grows. Biz Women the Business Journals. https://www.bizjournals.com/bizwomen/news/latest-news/2020/01/gen-buymillennials-projected-to-spend-1-4-trillion.html?page=all
Nair, M., Nair, N., Santhini Appannan, J., Mun, K. P., Chii, L. T., & Kan, J. (2020). Do Green Skincare Products Inspire Gen Y Purchase Intention?. Journal of Social Science Advanced Research (Vol. 1, Issue 2). http://myjms.mohe.gov.my/index.php/jossarJournalwebsite:http://myjms.mohe.gov.my/index.php/jossarhttp://myjms.mohe.gov.my/index.php/jossar
Nam, C., Dong, H., & Lee, Y. A. (2017). Factors Influencing Consumers’ Purchase Intention Of Green Sportswear. Fashion and Textiles, 4(1). https://doi.org/10.1186/s40691-017-0091-3
Ng, M. (2018, January 20). Seven Natural Beauty Brands From Vietnam. https://vietcetera.com/en/7-natural-beauty-brands-from-vietnam
Nguyen, D. (2021, February 25). Vietnam beats global average in sustainable lifestyles. https://e.vnexpress.net/news/business/economy/vietnam-beats-global-average-in-sustainable-lifestyles-4240561.html
O’Guinn, T. C., Allen, C. T., Close, A., & Semenik, R. J. (2014). Advertising and Integrated Brand Promotion. Cengage Learning.
O’Neill, A. (2021, November 30). Total Population Of The ASEAN Countries From 2016 To 2026. Statistica. https://www.statista.com/statistics/796222/total-population-of-the-asean-countries/
Pangesti, N. (2021, February 4). 2021 Saatnya Beralih Ke Tren Skincare Ramah Lingkungan. Yuk Intip 5 Cara Memulai Serta Rekomendasi Produknya. https://www.facetofeet.com/skincare/15948/2021-saatnya-beralih-ke-tren-skincare-ramah-lingkungan-yuk-intip-5-cara-memulai-serta-rekomendasi-produknya
Photcharoen, C., Chung, R., & Sann, R. (2020). Modelling Theory Of Planned Behavior On Health Concern And Health Knowledge Towards Purchase Intention On Organic Products. International Business Research, 13(8), 100. https://doi.org/https://doi.org/10.5539/ibr.v13n8p100
Plastic Free Beauty. (n.d.). 2021 Plastic Free Beauty Day. https://www.plasticfreebeauty.org/
Priest, N., Slopen, N., Woolford, S., Philip, J. T., Singer, D., Kauffman, A. D., Mosely, K., Davis, M., Ransome, Y., & Williams, D. (2018). Stereotyping Across Intersections Of Race And Age: Racial Stereotyping Among White Adults Working With Children. https://doi.org/10.1371/journal.pone.0201696
Qi, X., Tian, X., & Ploeger, A. (2021). Exploring Chinese Consumers’ Online Purchase Intentions toward Certified Food Products during the COVID-19 Pandemic. Foods, 10(11), 2729. https://doi.org/10.3390/foods10112729
Ravald, A., & Grönroos, C. (1996). The Value Concept And Relationship Marketing. European Journal of Marketing, 30(2), 19–30. https://doi.org/10.1108/03090569610106626
Reda, A., & Kapoor, R. (2021, August 11). How Future Generations Want To Make Sustainable Choices, if They Can. https://www.ey.com/en_lb/future-consumer-index/the-ceo-imperative-how-future-generations-can-influence-companies-to-focus-on-sustainability
Sahota, A. (2013). Sustainability: How the Cosmetics Industry is Greening Up. John Wiley & Sons Ltd. https://doi.org/10.1002/9781118676516
Sandhe, A. (2019). The Effect Of Consumer Attitude On Purchasing Intention For Organic Product. International Journal of Research - Granthaalayah, 7(2), 1–9. https://doi.org/10.29121/granthaalayah.v7.i2.2019.987
Scalco, A., Noventa, S., Sartori, R., & Ceschi, A. (2017). Predicting Organic Food Consumption: A Meta-Analytic Structural Equation Model Based On The Theory Of Planned Behavior. Appetite. Academic Press. https://doi.org/10.1016/j.appet.2017.02.007
Schiffman, L. G., & Kanuk, L. L. (2004). Consumer Behavior (8th ed.). Pearson Prentice Hall.
Schmuck, D., Matthes, J., & Naderer, B. (2018). Misleading Consumers with Green Advertising? An Affect–Reason–Involvement Account of Greenwashing Effects in Environmental Advertising. Journal of Advertising, 47(2), 127–145. https://doi.org/10.1080/00913367.2018.1452652
Shafa, F. (2021, April 11). 8 Produk Kecantikan Lokal yang Punya Konsep Ramah Lingkungan. https://www.popmama.com/life/fashion-and-beauty/faela-shafa/produk-kecantikan-lokal-yang-punya-konsep-ramah-lingkungan/8
Shiker, M. A. K. (2012). Multivariate Statistical Analysis. British Journal of Science, 6(1).
Sommer, L. (2011). The Theory Of Planned Behaviour And The Impact Of Past Behaviour. International Business & Economics Research Journal .
Souiden, N., & Diagne, M. (2009). Canadian And French Men’s Consumption Of Cosmetics: A Comparison Of Their Attitudes And Motivations. Journal of Consumer Marketing, 26(2), 97–109. https://doi.org/10.1108/07363760910940465
Stobierski, T. (2020, October 20). Willingness To Pay: What It Is & How To Calculate. Harvard Business School Online’s Business Insights Blog. https://online.hbs.edu/blog/post/willingness-to-pay
Sweeney, J. C., & Soutar, G. N. (2001). Consumer Perceived Value: The Development Of A Multiple Item Scale. Journal of Retailing, 77(2), 203–220. https://doi.org/10.1016/S0022-4359(01)00041-0
Sweeney, S., & Connors, K. (2019). CGS Survey Reveals Sustainability Is Driving Demand And Customer Loyalty. CGS. https://www.globenewswire.com/news-release/2019/01/10/1686144/0/en/CGS-Survey-Reveals-Sustainability-Is-Driving-Demand-and-Customer-Loyalty.html
Taber, K. S. (2018). The Use of Cronbach’s Alpha When Developing and Reporting Research Instruments in Science Education. Research in Science Education, 48(6), 1273–1296. https://doi.org/10.1007/s11165-016-9602-2
Takaya, R. (2018). The Effect Of Consumer Value and Perspective of Value to Intention to Buy Through Attitude on Organic Personal Care Products in Jakarta. Business and Entrepreneurial Review, 18(1).
Terre Mere. (n.d.). What Is Sustainable Skincare?. Terre Mere Cosmetics. https://terremerecosmetics.com/blogs/news/what-is-sustainable-skincare
Terry, L., & Chang, C. (2021, March). Sustainability: The New Customer Expectation. The Customer Experience Company https://www.customerexperience.com.au/post/sustainability-the-new-customer-expectation
The pulse. (2021, June 15). 3 Stats on Where Gen Z & Millennials are Getting Their News. https://www.ypulse.com/article/2021/06/15/3-stats-on-where-gen-z-millennials-are-getting-their-news/
Truong, N. X. (2018). The Impact of Hallyu 4.0 and Social Media on Korean Products Purchase Decision of Generation C in Vietnam. The Journal of Asian Finance, Economics and Business, 5(3), 81–93. https://doi.org/10.13106/jafeb.2018.vol5.no3.81
Vi, S. (2020, October 16). What is the difference between natural, organic and eco-friendly cosmetics. Smart Green Post. https://www.smartgreenpost.com/author/ste-vi/
Vieira, J. (2019, October 17). What Makes A Product Sustainable? https://www.linkedin.com/pulse/what-makes-product-sustainable-joana-vieira/
Vinayak, Thompson, F., & Tonby, O. (2014). Understanding ASEAN: Seven things you need to know. McKinsey & Company. https://www.mckinsey.com/industries/public-and-social-sector/our-insights/understanding-asean-seven-things-you-need-to-know
VNS. (2019, September 29). Green Cosmetic Products Storm Local Market. https://vietnamnews.vn/sunday/features/535999/green-cosmetic-products-storm-local-market.html
Wang, S., Fan, J., Zhao, D., Yang, S., & Fu, Y. (2016). Predicting Consumers’ Intention To Adopt Hybrid Electric Vehicles: Using An Extended Version Of The Theory Of Planned Behavior Model. Transportation, 43(1), 123–143. https://doi.org/10.1007/s11116-014-9567-9
White, K., Hardisty, D. J., & Habib, R. (2019). The Elusive Green Consumer. Harvard Business Review.
Wicaksono, A. (2021, January 22). Can Vietnam lead ASEAN?. New Mandala. https://www.newmandala.org/can-vietnam-lead-asean/
Wijaya, S. G. T., & Paramita, E. L. (2021). Purchase Intention Toward Sustainable Fashion Brand: Analysis On The Effect Of Customer Awareness On Sustainability On Willingness To Pay. Diponegoro International Journal of Business, 4(1), 49–57. https://doi.org/10.14710/dijb.4.1.2021.49-57
Wijekoon, R., & Sabri, M. F. (2021). Determinants That Influence Green Product Purchase Intention And Behavior: A Literature Review And Guiding Framework. Sustainability, 13(11), 6219. https://doi.org/10.3390/su13116219
Winsky, G. (2017, April 6). Customer Perceived Value: Understanding What Appeals to the Consumer. https://aircall.io/blog/customer-happiness/customer-perceived-value/
World Bank. (2021a, October 29). The World Bank In Indonesia. https://www.worldbank.org/en/country/indonesia/overview#1
World Bank. (2021b, November 17). The World Bank In Vietnam. https://www.worldbank.org/en/country/vietnam/overview#1
Xu, X., Wang, S., & Yu, Y. (2020). Consumer’s Intention To Purchase Green Furniture: Do Health Consciousness And Environmental Awareness Matter?. Science of the Total Environment, 704. https://doi.org/10.1016/j.scitotenv.2019.135275
Yadav, R., & Pathak, G. S. (2016). Intention To Purchase Organic Food Among Young Consumers: Evidences From A Developing Nation. Appetite, 96, 122–128. https://doi.org/10.1016/j.appet.2015.09.017
Yazid, A. S. (2020). Does Corporate Social Responsibility Activities Have A Role In Creating Customer Satisfaction And Customer Loyalty?. Journal of Research on the Lepidoptera, 51(2), 106–123. https://doi.org/10.36872/lepi/v51i2/301082
Yong, S. (2021). The Beauty Brands Cutting Down On Packaging. The New York Times. https://www.nytimes.com/2021/07/14/t-magazine/sustainable-beauty-plastic-packaging.html
Yu, C. (2021, June 28). Perfect look for Asian market. https://global.chinadaily.com.cn/a/202106/28/WS60d91ef2a310efa1bd65e3b9.html
Zhang, K. (2018). Theory of Planned Behavior: Origins, Development and Future Direction. International Journal of Humanities and Social Science Invention, 7(5), 76–83.
Zhao, S., & Chen, L. (2021). Exploring Residents’ Purchase Intention Of Green Housings In China: An Extended Perspective Of Perceived Value. International Journal of Environmental Research and Public Health, 18(8). https://doi.org/10.3390/ijerph18084074
Zheng, G. W., Akter, N., Siddik, A. B., & Masukujjaman, M. (2021). Organic Foods Purchase Behavior Among Generation Y Of Bangladesh: The Moderation Effect Of Trust And Price Consciousness. Foods, 10(10). https://doi.org/10.3390/foods10102278