Packaging product Figure 2.1: Model of the theory of reasoned action Figure 2.2: Theoretical model of factors affecting vegan cosmetics consumption behavior of women in Ho Chi Minh City
OVERVIEW NATURE STORY COSMETICS LLC
INTRODUCE NATURE STORY COSMETICS LLUẼ - c5 2 22222212 2 ITNNC 8 , .nnnnnẽnẽẽẽẽaaa(á3A.ẦĂĂ 2
Full Name: THE COCOON ORIGIRAL VIETNAM Belong to: Nature Story Cosmetics LLC
Company address: 38C,39C Town 1, Route 1A, Tan Thoi Hiep ward, 12 district, Ho Chi Minh city
Legal representative: Nguyen Ngoc Bao Operation day: 11/06/2015
Field: Production of cosmetics, soaps, detergents, polishes and hygiene products Nature Story Cosmetics Co., Ltd operates mainly in the field of cosmetics with the natural vegan cosmetics brand Cocoon
Website: http://www.cocoonvietnam.com/
Store address: 457 Nguyen Dinh Chieu, 5 ward, 3 district, Ho Chi Minh city
1.1.2, History of formation and development process
Founded in 2013, Cocoon is a 100% vegan cosmetics brand based in Vietnam, dedicated to nurturing healthy, youthful hair and skin The name "Cocoon" symbolizes a safe space for transformation, akin to how caterpillars evolve into beautiful butterflies As consumer awareness grows, there is a rising preference for environmentally-friendly and cruelty-free products derived from natural plants This shift has propelled vegan cosmetics into the spotlight within the global beauty industry, alongside renowned brands like Youth to the People, Sukin, and Le Labo Cocoon is committed to developing safe vegan products, rejecting animal-derived ingredients and animal testing in its mission to promote beauty that shines brightly and sustainably.
Established nearly a decade ago, Cocoon gained significant attention in the Vietnamese beauty market by revamping its product appearance to be visually appealing and neat, while incorporating a personal touch and community-oriented marketing strategies The brand is dedicated to ensuring that 100% of its ingredients have clear origins and are safe for the skin, complying with Ministry of Health regulations and providing proof of origin from both domestic and international suppliers Cocoon effectively communicates its brand personality and values, highlighting the naturalness of its products and its commitment to social responsibility The brand team leaves a lasting impression on customers by embodying the philosophy of "commitment always coupled with action."
As nature enthusiasts, we are dedicated to exploring the everyday ingredients used by the Vietnamese, from fruits and vegetables to their integration into cosmetic products These natural elements are packed with essential vitamins, antioxidants, and minerals that enhance skin health By utilizing these ingredients in their purest form, we ensure that our formulas are both safe and effective, meeting the high expectations of the Vietnamese community Our ongoing research and testing have led to the development of perfected formulas that truly benefit the skin.
For us, what we put on our skin must be safe, effective and not of animal origin
Cocoon aims to deliver healthy, youthful, and vibrant skin and hair using simple, everyday ingredients Our mission is to harness the benefits of familiar foods, combined with scientific knowledge, to develop safe and effective cosmetic products for everyone.
The arduous journey to find true beauty is not your task alone, we will accompany you on that journey Always like that, forever like that
We are dedicated to ensuring that 100% of our ingredients are of clear origin and safe for your skin Each ingredient in our products is backed by documentation from both domestic and international suppliers Prior to market release, our cosmetic products undergo extensive research lasting 12 to 24 months, during which they are rigorously tested for microbiology, pH levels, stability under various conditions, and irritation levels, all in accordance with Japanese standards.
Our DRC center, with a branch in Thailand, adheres strictly to the regulations set by the Ministry of Health of Vietnam for market circulation We take pride in formulating our products without harmful ingredients such as parabens, formaldehyde, phthalates, hydroquinone, and triclosan In fact, we prohibit hundreds of hazardous substances and continuously update our ingredient list to align with the Vietnamese Ministry of Health standards, demonstrating our commitment to both legal compliance and the health of your skin.
100% vegan: we do not use ingredients of animal origin commonly found
In our cosmetics, we harness the power of active ingredients and plant extracts, eliminating the need for animal-derived components such as honey, beeswax, lanolin, sheep placenta, snail fluid, shark liver oil, and silk from silkworms.
Cocoon cosmetic formulas are 100% cruelty-free, ensuring that no animal testing is conducted at any stage of research or production Our products undergo rigorous laboratory tests (in-Vitro) and are also tested on volunteers (in-Vivo) to guarantee safety and efficacy Additionally, our raw material suppliers are committed to not testing on animals, aligning with our unwavering promise to prioritize humane practices and uphold our responsibility to customers and the community.
COCOON proudly stands as the first Vietnamese cosmetic brand to receive approval from the Leaping Bunny program, ensuring a commitment to cruelty-free practices Certified by Cruelty Free International, COCOON also holds certification from PETA, affirming its dedication to no animal testing.
COCOON is committed to cruelty-free practices, as we do not conduct animal testing nor require others to do so on our behalf We proudly participate in the Leaping Bunny program by Cruelty Free International and PETA's Beauty Without Bunnies, both of which are recognized as leading global initiatives for animal protection Leaping Bunny is regarded as the gold standard for cruelty-free cosmetics, with over 1,000 brands certified worldwide All COCOON cosmetic products carry the “rabbit” symbol, making it easy for consumers to identify our commitment to cruelty-free standards We diligently monitor our suppliers to ensure ongoing compliance with the criteria set by Leaping Bunny and PETA.
COCOON products are proudly 100% vegan and are certified by The Vegan Society, a respected educational charity that offers valuable insights into vegan living The sunflower symbol represents one of the highest standards for products free from animal ingredients and cruelty-free testing.
Cocoon, symbolizing a nurturing "home," serves to enhance the beauty of Vietnamese people by caring for their skin and hair Inspired by the transformation of a caterpillar into a butterfly, Cocoon utilizes familiar, natural ingredients derived from Vietnam's rich plant diversity, including fruits and herbs These ingredients are packed with valuable nutrients, making them not only delicious but also beneficial for skin and hair care Embracing this abundant and remarkable source of raw materials, Cocoon aims to help individuals shine in their unique beauty.
Cosmetics can be seen as "nutritious dishes" that enhance beauty, much like food nourishes the body As society progresses, there is a growing preference for plant-based products that promote health, leading to an increased interest in vegan cosmetics among those embracing a green lifestyle This trend has inspired Cocoon to research and consistently produce 100% vegan cosmetics.
6 products that retain all the nutrients of Vietnamese plants, are safe, benign, do not use ingredients from animals and say no to animal testing.
PRODUCT INTRODUCTION - QQ QC 01111111 vn ng ng ng xe 7
Figure 1.1 The cosmetic product line of COCOON
COCOON products proudly feature the 'Vietnamese Element,' showcasing a diverse range of regional specialties Customers can explore unique offerings, from Dak Lak coffee and Ben Tre coconut to Tien Giang cocoa butter and Cao Bang roses Additionally, natural ingredients like grapefruit, sachi, pennywort, and squash are meticulously processed to comply with the CGMP standards set by the Ministry of Health.
COCOON utilizes advanced extraction technology to preserve the maximum levels of vitamins, minerals, and antioxidants in its ingredients, ensuring 100% traceability and safety for the skin Each ingredient is backed by documentation from both domestic and international suppliers, and all products undergo rigorous research and testing for 12 to 24 months to meet microbiological, pH, and stability standards, as well as irritation levels set by the Japanese DRC center COCOON strictly adheres to the regulations of the Vietnamese Ministry of Health, avoiding harmful substances like parabens and formaldehyde, and regularly updates its list of prohibited ingredients Additionally, COCOON is the first Vietnamese cosmetic brand to be certified by the Leaping Bunny program, ensuring no animal testing or cruelty, and is recognized by PETA for its commitment to animal rights These practices have established COCOON as a reputable and trusted name in the Vietnamese cosmetics industry.
Cocoon has 4 main categories of their products:
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Cocoon prioritizes thoughtful packaging design that is both simple and elegant, predominantly featuring warm colors The decoration and product name highlight the main ingredient, while essential information such as ingredients, uses, and application instructions are clearly displayed Additionally, the packaging includes the logo, brand name, guarantee stamp, batch number, production date, and barcode, providing consumers with a sense of security and trust in the product.
Cocoon 1s a top brand 1n the beauty care of the Vietnamese market Cocoon is one of the leading brands in the field of nature, specialize in providing
Cocoon offers 11 products crafted from 100% natural ingredients, ensuring high quality and safety Each product is certified by Leaping Bunny, PETA, and The Vegan Society, reflecting their commitment to ethical standards Additionally, Cocoon is recognized by the Pasteur Institute of Ho Chi Minh City for meeting stringent organic standards, guaranteeing that their products are free from toxic substances and safe for the skin.
OVERVIEW OF THE RESEARCH TOPIC 55552 13 2.3 THE THEORY OF REASONED ACTION MODEL AND RELATED STUDIES
The theory of reasoned actin model and related research 13 V2 0 nan nhe teen eeeettteetteeetteteeteeeninnees 14 2.1 DEFINITION OF CONSUMER BEHAVIOR ccccccccccssesssceccssseseseesessssesesenenses 15 2.2, DEFINING THE CUSTOMER JOURNEY 00cccccccecssscceccesessssecesessessseececesenssees 15 2.4, MODEL USED IN THE PROJECT ccccccccccccccecessscccccssseseecessssececssssseesenesseeeeees 16 2.5 ASSUMPTIONS FOR THE RESEARCH MODEL - 22 1122222221111 18 CHAPTER 3: CURRENT STATUS OF THE JOURNEY TO IMPROVE THE PURCHASE NEEDS OF WOMEN AGED 18-25 WHEN SHOPPING COCOON VEGAN COSMETICS IN HCM CTLY - 555 s=== 20
Figure 2.1: Model of the theory of reasoned action
The theory of reasoned action was proposed by Fisbein and Ajzen (1975), which is considered one of the first theories in sociological research in general and consumer behavior in particular
In the TRA model, consumer attitudes are influenced by their perceptions of product attributes, which vary in importance and offer essential benefits By understanding the weights assigned to these attributes, we can effectively forecast consumer choices and preferences.
The theory identifies four key factors that influence human behavior: beliefs, attitudes, intentions, and behavior, emphasizing that behavior is primarily driven by intention Intention itself is shaped by two critical elements: attitude, which reflects an individual's positive or negative feelings towards a specific action, and subjective norms, which pertain to the perceived social pressures to engage or not engage in that behavior.
Subjective norms refer to an individual's perception of the approval or disapproval surrounding a specific behavior, which, along with attitudes, is shaped by personal beliefs When consumers have higher trust in those around them, their likelihood to make purchases increases Additionally, the influence of these individuals on consumers' purchasing intentions can vary in strength, affecting decisions in different ways.
Service quality has been extensively studied, with researchers like Lehtinen & Lehtinen (1982) emphasizing the importance of evaluating both the service delivery process and the service results Gronroos (1984) contributed by distinguishing between technical quality, which refers to what the customer receives, and functional quality, which pertains to the service experience A significant advancement in understanding service quality came from Parasuraman et al (1988, 1991), who defined it as "the degree of difference between consumers' expectations of a service and their perceptions of the service's results." They developed the SERVQUAL scale, a tool that utilizes both qualitative and quantitative research to measure service quality across various sectors The SERVQUAL scale comprises 22 variables that assess five key components: reliability, responsiveness, assurance, tangibles, and empathy.
Parasuraman et al (1991) established that SERVQUAL is a comprehensive, valid, and reliable measure of service quality applicable across various service sectors Nonetheless, it is important to recognize that each specific service industry possesses unique characteristics.
Numerous studies have examined the service quality scale across various service industries and countries, revealing inconsistencies among its components in different markets Research by Bojanic (1991), Cronin & Taylor (1992), and Dabholkar et al highlights the variability in service quality perceptions, emphasizing the need for tailored approaches in assessing service excellence.
1996; Lassar et al., 2000 ;Mehta et al., 2000; Nguyen et al., 2003) Specifically,
Mehta et al (2000), in a study in Singapore, concluded that supermarket service quality only includes two components: tangible facilities and service staff
Nguyen and colleagues (2003) conducted a study on the SERVQUAL model within the outdoor entertainment market of Ho Chi Minh City, identifying four key components of service quality: reliability, employee service ability, empathy, and tangible assets They concluded that, given the unique characteristics of different service types, it is essential for researchers to adapt the SERVQUAL scale to fit the specific context of each study.
Consumer behavior examines how and why individuals or groups make decisions regarding the purchase, use, and disposal of products, services, or ideas This process encompasses several stages, including the recognition of needs, information search, evaluation of options, purchase decision, and post-purchase assessment Initially, consumers identify a need, followed by seeking information to fulfill that need, and comparing alternatives based on factors like price, quality, features, and brand Post-purchase, they evaluate their satisfaction, which can impact future buying choices and brand loyalty Various factors influence consumer behavior, including personal attributes (age, gender, income, occupation), psychological aspects (motives, attitudes, beliefs), social influences (family, friends, society), and cultural elements (culture, social class) Understanding consumer behavior enables businesses to develop more effective marketing, sales, and product strategies.
The customer journey encompasses the complete experience a customer has with a brand, starting from the initial awareness of a product or service and extending through to the purchase and ongoing relationship Key stages of this journey include awareness, consideration, decision, purchase, post-purchase experience, and loyalty In the awareness stage, customers first recognize the brand and its offerings.
Customers typically discover products or services through advertising, social media, or friend recommendations In the consideration stage, they gather information and compare options to assess their suitability After careful evaluation, they reach the decision stage, where they choose to purchase a product or service The purchase stage involves completing the transaction, followed by the post-purchase experience, where customers use the product and evaluate their satisfaction, including any support received afterward Satisfied customers are likely to become loyal, make repeat purchases, and recommend the brand to others By understanding the customer journey, businesses can optimize touchpoints, enhance the customer experience, and develop effective marketing strategies, fostering long-term and sustainable relationships with their customers.
2.4, Model used in the project
Numerous studies have explored green consumer behavior, particularly through the lens of Ajzen's theory of planned behavior Key factors influencing green consumption intentions include attitudes, beliefs about green practices, subjective norms, and perceived behavioral control Researchers like Pham Thi Lan Huong (2014) and Paul et al (2016) have expanded this framework by incorporating additional environmental variables, enhancing our understanding of young consumers' green purchasing intentions and the motivations behind green product consumption.
Incorporating insights from the theory of planned behavior, researchers like Chen and Chang (2012) emphasize the significance of green perceived value, perceived risk, and trust in enhancing green purchase intentions Similarly, Gleim et al (2013) explore the complexities of consumer behavior towards green products, highlighting the challenges faced in promoting sustainable purchasing decisions.
Research by Karunarathna (2017) highlights the key factors influencing consumers' purchasing behavior of green products in Sri Lanka The study emphasizes the importance of demographic variables, product-related factors, and marketing strategies in enhancing awareness of green consumption Findings indicate that the availability of green products, consumer trust in these products, and effective marketing promotions significantly boost the intention and behavior towards purchasing green products.
According to Maoyan et al (2014), the study on consumer purchase intentions highlights that social media marketing significantly impacts both external and internal factors influencing consumer behavior The findings reveal that social media marketing activates external elements, which subsequently shape consumers' internal cognitive processes, ultimately affecting their purchasing intentions.
Based on the theory and variables developed from the extended model of the theory of planned behavior, the team built the proposed research model as follows.:
Vegan Cosmetics Con iecin Ho Chi Minh Ci
Figure 2.2: Theoretical model of factors affecting vegan cosmetics consumption behavior of women in Ho Chi Minh City 2.5 Assumptions for the research model
Hypothesis H1: Attitude towards green product consumption positively affects vegan cosmetic consumption behavior of women in Ho Chi Minh City
Hypothesis H2: Subjective norms positively influence the consumption behavior of vegan cosmetics among women in Ho Chi Minh City
Hypothesis H3: Environmental concern positively affects the consumption behavior of vegan cosmetics among women in Ho Chi Minh City
Hypothesis H4: Perceived behavioral control positively affects the consumption behavior of vegan cosmetics among women in Ho Chi Minh City
Hypothesis H5: Social media positively affects the consumption behavior of vegan cosmetics among women in Ho Chi Minh City
Hypothesis H6: The price of green products positively affects the consumption behavior of vegan cosmetics of women in Ho Chi Minh City
CHAPTER 3: CURRENT STATUS OF THE JOURNEY TO
IMPROVE THE PURCHASE NEEDS OF WOMEN AGED
18-25 WHEN SHOPPING COCOON VEGAN COSMETICS
The purpose of this survey is to gather primary information essential for analysis and evaluation, serving as the foundational data for the research topic Given the significance and necessity for accurate information, the authors provided detailed explanations to participants to ensure their understanding of each factor After the interviews, the team convened to review all survey responses Since the subjects of the survey are women, careful communication is crucial, and any unanswered questions in the survey will prompt a request for re-interviews.
Once the investigation 1s complete, the team proceeds to clean the data