Twenty-one century, with the continuous development of the economy, along with development is the environmental degradation day by day. A number of environmental problems as well as natural disasters occurring in succession and especially the COVID-19 pandemic in these two years, organizations and people mentioned as a matter of concern in all aspects of life. Being aware of that, consumers are now more worried about their health and the environment their living in, consumers start to looking for variety of method to protect the environment that we are living in, and changing from typical products to green products is also one of them.
Nowadays, purchasing and using green products is no longer a stranger thing in many countries but still very new with Vietnam, therefore Vietnam is chosen to be the object of this study. As studied, the increasing number of people who are involved in using eco-friendly products proves that the potential of this market in the future. Not only organic food, but many other products are also being interesting. Cosmetic products are also one of them, consumers require products not only bring beauty but also do not bring any bad effect on people's life quality.
The foremost goal of this research is to inquire into Vietnamese consumers' intent to invest in green cosmetic products constructed on a theory, which was introduced by Ajzen in 1985 and ameliorated in 1991, that is the Theory of Planned Behavior (TPB). An online survey was made and invited to attend, 222 Vietnamese had participated and structural equation modeling was put into practice to dive into the collected information. The finding coveys that on the intend to behave buying green cosmetic products of Vietnamese consumers, only the performance of perceived behavioral control and health concern was out of the limelight.
The results from this thesis may help retailers to obtain a greater level of insight into consumers' reactions to green cosmetic products, therefore, having a better strategy in investing green cosmetic industry in Vietnam. The findings can also help to shave potential marketing strategies to enlarge consumers’ points of view to buy green cosmetic products.

References
Ajzen, I. (1985). From intentions to actions: A theory of planned behavior. In J .Kuhl & J. Beckmann (Ed.), from cognition to behavior (pp.11-39). New York: Springer.
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. and M. Fishbein, (1970). The prediction of behavior from attitudinal and normative variables. Journal of Experimental Social Psychology, 6(4): 466-487.
Ajzen, I. and M. Fishbein, (2005). The influence of attitudes on behavior. In D. Albarracin, B.T. Johnson, and M.P. Zanna (Eds.) The Handbook of Attitudes and Attitude Change: Basic Principles. Mahwah, NJ: Lawrence Erlbaum Associates. pp:173-221.
Aman, A. L., Harun, A. and Hussein, Z. (2012). The influence of environmental knowledge and concern on green purchase intention the role of attitude as a mediating variable. British Journal of Arts and Social Sciences, 7(2): 145-67.
Amin, M., Nyachhyon, P., Elyasi, M., & Al-Nuaimi, M. (2014). Impact of an Oral Health Education Workshop on Parents’ Oral Health Knowledge, Attitude, and Perceived Behavioral Control among African Immigrants. Journal of Oral Diseases, 2014, 1-7. https://doi.org/10.1155/2014/986745
Armitage, C. J. and Conner, M. (2011). Efficacy of the theory of planned behaviour: A meta‐analytic review. British Journal of Social Psychology, 40(4): 471-99.
Bamberg, S. (2003). How does environmental concern influence specific environmentally related behaviors? A new answer to an old question. Journal of Environmental Psychology, 23, 21-32. doi: 10.1016/S0272-4944(02)00078-6
Bandura, A. (1977). Self-efficacy: Toward a unifying theory of behavioral change. Psychology review, 84(2), 191–215.
Bandura, A. (1993), “Perceived self-efficacy in cognitive development and functioning”, Educational Psychologist, Vol. 28 No. 2, pp. 117-148.
Bandura, A. (1997), Self-Efficacy: The Exercise of Control, Freeman, New York, NY.
Becker, M., Maiman, L., Kirscht, J., Haefner, D., & Drachman, R. (1977). The health belief model and prediction of dietary compliance: A field experiment. Journal of Health and Social Behavior, 18(4), 348–366. Retrieved February 20, 2009, from JSTOR database.
Bibi, F., Guillaume, C., Gontard, N. and Sorli, B. (2017). A review: RFID technology having sensing aptitudes for food industry and their contribution to tracking and monitoring of food products. Trends in Food Science and Technology, 62: 91-103.
Campbell, N. K., & Hackett, G. (1986). The effects of mathematics task performance on math self-efficacy and task interest. Journal of Vocational Behavior, 28(2), 149–162. https://doi.org/10.1016/0001-8791(86)90048-5
Cervone, D. and Peake, P.K. (1986) Anchoring, Efficacy, and Action: The Influence of Judgmental Heuristics on Self-Efficacy Judgments and Behaviors. Journal of Personality and Social Psychology, 50, 492-501. https://doi.org/10.1037/0022-3514.50.3.492
Chan, R. Y. and Lau, L. B. (2002). Explaining green purchasing behavior: A cross-cultural study on American and Chinese consumers. Journal of International Consumer Marketing, 14(2-3): 9-40.
Chang, H.H.; Chen, S.W. (2008) The impact of online store environment cues on purchase intention: Trust and perceived risk as a mediator. Online Inform. Rev. 2008, 32, 818–841. https://doi.org/10.1108/14684520810923953
Chen, M. (2007). Consumer attitudes and purchase intentions in relation to organic foods in Taiwan: Moderating effects of food-related personality traits. Food Quality and Preference, 18, 1008-1021. doi: 10.1016/j.foodqual.2007.04.004
Chen, Mei-Fang. and Lee, Cia-Lin (2013). The Impacts of Green Claims on Coffee Consumers Purchase Intention. British Food Journal. Vol. 117 No.1, 2015 pp 195-209
Chen, Y.S., Chang, C.H. and Lin, Y.H. (2014), “Green transformational leadership and green performance: the mediation effects of green mindfulness and green self-efficacy”, Sustainability, Vol. 6 No. 10, pp. 6604-6621.
Chen, Y.S., Chang, C.H., Yeh, S.L. and Cheng, H.I. (2015), “Green shared vision and green creativity: the mediation roles of green mindfulness and green self-efficacy”, Quality and Quantity, Vol. 49 No. 3, pp. 1169-1184.
Chrysochou, P., & Grunert, K. G. (2014). Health-related ad information and health motivation effects on product evaluations. Journal of Business Research, 67(6), 1209-1217. https://doi.org/10.1016/j.jbusres.2013.05.001
Dembkowski, S. (1998). The environmental value‐attitude‐system model understanding the divergence between stated environmental consciousness and overt consumer behaviour. Eco-Management and Auditing, 5(2), 62-74. doi:10.1002/(SICI)1099-0925(199807)5:2<62::AID-EMA79>3.0.CO;2-#
Eagly, A.H., & Chaiken, S. (1993). The psychology of attitudes. Fort Worth, TX: Harcourt Brace Jovanovich.
Earley, P. C. (1994). Explorations of individual and collective self: Sources of selfefficacy across cultures. Administrative Science Quarterly, 39, 89–117.
Fraj, E. and Martinez, E. (2007). Ecological consumer behaviour: an empirical analysis. International journal of consumer studies, 31(1): 26-33.
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
Gist, M.E. and Mitchell, T.R. (1992), “Self-efficacy: a theoretical analysis of its determinants and malleability”, Academy of Management Review, Vol. 17 No. 2, pp. 183-211.
Gould, S.J. (1988). Consumer Attitudes toward health and health care: A differential perspective. Journal of Consumer Affairs, 22(1), 96-118. doi: 10.1111/j.1745- 6606.1988.tb00215.x
Han, H. and Kim, Y. (2010). An investigation of green hotel customers’ decision formation: Developing an extended model of the theory of planned behavior. International Journal of Hospitality Management, 29(4): 659-68.
Hartmann, P. and Apaolaza-Ibáñez, V. (2012). Consumer attitude and purchase intention toward green energy brands: The roles of psychological benefits and environmental concern. Journal of Business Research, 65(9): 1254-63.
Haworth Paladino, A. (2005). Understanding the green consumer: an empirical analysis. Journal of Customer Behaviour, 4(1), 69-102. doi: 10.1362/1475392053750306
Hee, Y.K. and E.C. Jae, (2011). Consumer purchase intention for organic personal care products. Journal of Consumer Marketing, 28(1): 40-47.
Hill, H., & Lynchehaun, F. (2002). Organic milk: attitudes and consumption patterns. British Food Journal, 104(7), 526-542. https://doi.org/10.1108/00070700210434570
Hill, T., Smith, N. D., & Mann, M. F. (1987). Role of efficacy expectations in predicting the decision to use advanced technologies. Journal of Applied Psychology, 72, 307–314.
Hmieleski, K.M. and Baron, R.A. (2008), “When does entrepreneurial self-efficacy enhance versus reduce firm performance?”, Strategic Entrepreneurship Journal, Vol. 2 No. 1, pp. 57-72.
Ho, T. N., Bui, A. T., Nguyen, V. D., Dao, T. K., & Nguyen, N. D. (2020). Analyzing the impact of FDI and urbanization on CO2 emission in Vietnam. International Journal of Business and Globalisation, 12, 1-19.
Johri, L. and Sahasakmontri, K. (1998). Green marketing of consumption patterns in Thailand. J. Consumer Marketing, 15(3): 265-81.
Kalafatis, S.,Pollard, M., East, R., & Tsogas, M.H. (1999). Green marketing and Ajzen’s theory of planned behaviour: A cross-market examination. Journal of Consumer Marketing, 16(5), 441-460. Retrieved February 21, 2009, from Emerald database.
Katz, E., Lazarsfeld, P. F. and Roper, E. (2017). Personal influence: The part played by people in the flow of mass communications. Routledge.
Kilbourne, W.E., Dorsch, M.J., McDonagh, P., Urien, B., Prothero, A., Grünhagen, M., et al., (2009). The institutional foundations of materialism in Western societies: a conceptualization and empirical test. https://doi.org/10.1177/0276146709334298
Klein, F., Emberger-Klein, A., Menrad, K., Möhring, W., & Blesin, J.-M. (2019). Influencing factors for the purchase intention of consumers choosing bioplastic products in Germany. Sustainable Production and Consumption, 19, 33-43. https://doi.org/10.1016/j.spc.2019.01.004
Kraft, F., & Goodell, P. (1993). Identifying the health conscious consumer. Journal of Health Care Marketing, 13(3), 18-25. Retrieved February 21, 2009, from EBSCO database.
Laroche, M., Bergeron, J. and Barbaro‐Forleo, G. (2001), "Targeting consumers who are willing to pay more for environmentally friendly products", Journal of Consumer Marketing, Vol. 18 No. 6, pp. 503-520. https://doi.org/10.1108/EUM0000000006155
Lee and Holden, S. J. (1999). Understanding the determinants of environmentally conscious behavior. Psychology & Marketing, 16(5): 373-92.
Lee, Kim, S., Kim, M. S. and Choi, J. G. (2014). Antecedents and interrelationships of three types of proenvironmental behavior. Journal of Business Research, 67(10): 2097-105.
Leon G. Schiffman and Leslie Lanzar Kanuk (2000), Consumer Behavior. International. Inc.: Prentice-Hall.
Leong, G. Y., & Ng, Y. L. (2014). The factors influence consumer behaviour on the purchase of organic products. (Unpublished doctoral dissertation). Universiti Tunku Abdul Rahman (UTAR), Kuala Lumpur, Malaysia.
Lockie, S. (2002). Eating green. Motivations behind green food consumption in Malaysia. Sociologia Ruralis, 42(1):23-40.
Madden, T. J., Ellen, P. S., & Ajzen, I. (1992). A comparison of the theory of planned behavior and the theory of reasoned action. Personality and Social Psychology Bulletin, 18(1), 3-9. https://doi.org/10.1177/0146167292181001
Magnusson, M.K., Arvola, A., Hursti, U.K., Åberg, L., & Sjödén, P. (2001). Attitudes towards organic foods among Swedish consumers. British Food Journal, 103, 209-226. Retrieved February 19, 2009, from Emerald database.
Maloney, M.P., & Ward, M.P. (1973). Ecology: Let's hear from the people. American Psychologist, 28 (7), 583–586. doi: 10.1037/h0034936
Michaelidou, N., & Hassan, L.M. (2008). The role of health consciousness, food safety concern, and ethical identity on attitudes and intentions towards organic food. International Journal of Consumer Studies, 32, 163-170. doi:10.1111/j.1470- 6431.2007.00619.x
Mostafa, M. (2007). The difference effects of environmental knowledge, contribution and behaviour among the gender differences in Egypt. International Journal of Consumer Studies.
Mostafa, M.M. (2009) Shades of green: A psychographic segmentation of the green consumer in kuwait using self-organizing maps. Expert Syst. Appl. 2009, 36, 11030–11038. https://doi.org/10.1016/j.eswa.2009.02.088
Newsom, J., McFarland, B., Kaplan, M., Huguet, N., & Zani, B. (2005). The health consciousness myth: implications of the near independence of major health behaviors in the North American population. Social Science & Medicine, 60(2), 433-437, doi: 10.1016/j.soscimed.2004.05.015
Nguyen, V. D., Nguyen, N. D., Nguyen, T. H. A., & Vu, H. P. (2017). Impact of fdi and co2 emission on economic growth: Evidence of some asian countries. External Economics, 91, 59-66.
Nilesh, R. (2016). Cosmetics Market by Category and by Distribution Channel. Allied Market Research. (accessed 25 October 2018). https://www.alliedmarketresearch.com/cosmetics-market
Paul, J., Modi, A. and Patel, J. (2016) Predicting Green Product Consumption Using Theory of Planned Behavior and Reasoned Action. Journal of Retailing and Consumer Services, 29, 123-134. https://doi.org/10.1016/j.jretconser.2015.11.006
Peattie, K.(2001). Golden goose or wild goose? The hunt for the green consumer. Business Strategy and the Environment, 10, 187-199. doi:10.1002/bse.292.
Polonsky, M., & Mintu-Wimsatt, A. (1995). Environmental Marketing. New York.
Rahim, H. A. (2009). Consumers' intention and factors affecting green food consumption. International Journal of Consumer Studies
Rahman, M., (2013). Green products: A study on young & native Swedish consumers’ purchase intentions of green products. (Master’s Thesis). Umeå University, Umeå School of Business and Economics (USBE).
Roberts, J. (1997). The development of profile in socially responsible consumer. Marketing Management and Public Policy.
Schifferstein, H. N., & Ophuis, P. A. O. (1998). Health-related determinants of organic food consumption in the Netherlands. Food Quality and Preference, 9(3), 119-133. https://doi.org/10.1016/S0950-3293(97)00044-X
Schunk, D.H. (1995), “Self-efficacy, motivation, and performance”, Journal of Applied Sport Psychology, Vol. 7 No. 2, pp. 112-137.
Sparks, P., & Shepherd, R. (1992). Self-identity and the theory of planned behavior: Assessing the role of identification with green consumerism. Social Psychology Quarterly, 55(4), 388-399. Retrieved February 21, 2009, from JSTOR database.
Sulaiman, S., Rosdi, M. I., Jimat, D. N., Mel, M. and Jamal, P. (2017). Akademia Baru. Journal of Advanced Research in Social and Behavioural Sciences, 6(2): 134-45.
Swanson, R. A., & Chermack, T. J. (2013). Theory building in applied disciplines. Berrett-Koehler Publishers.
Tarkiainen, A., & Sundqvist, S. (2005). Subjective norms, attitudes and intentions of Finnish consumers in buying organic food. British Food Journal, 107(11), 808-822. doi: 10.1108/08070700510629760
Yazdanpanah, M., & Forouzani, M. (2015). Application of the Theory of Planned Behaviour to predict Iranian students' intention to purchase organic food. Journal of Cleaner Production, 107, 342-352. https://doi.org/10.1016/j.jclepro.2015.02.071
Yeon Kim, H., & Chung, J. E. (2011). Consumer purchase intention for organic personal care products. Journal of consumer Marketing, 28(1), 40-47.