How Gen Z Shops for Organic Beauty in Vietnam

Social media is a huge part of daily life. It's where people share, connect, and even shop. In Vietnam, Generation Z is leading the charge in the organic cosmetics market. These young consumers care about sustainability and eco-friendly products. But what drives them to make a purchase? That's where social media marketing comes in. A recent study dug into this question. It looked at how social media marketing activities affect Gen Z's buying decisions and their willingness to share their experiences online. The study focused on four key areas: interaction, customization, trendiness, and entertainment. These factors play a big role in how Gen Z perceives the quality and value of organic cosmetics. The findings were interesting. Social media marketing had a stronger impact on how Gen Z views product quality than on their perception of value. This means that brands focusing on interactive and customized content are more likely to win over these young consumers. Perceived quality also had a significant effect on perceived value, online word-of-mouth, and purchase intention. In other words, if Gen Z thinks a product is high-quality, they're more likely to buy it, recommend it to others, and see it as a good value. Perceived value also played a crucial role. It positively influenced online word-of-mouth and purchase intention. Plus, online word-of-mouth directly affected buying decisions. This shows that social media marketing doesn't just work in one way. It influences consumer behavior through direct and indirect paths. So, what does this mean for brands? They need to create targeted social media campaigns. These campaigns should highlight quality and offer interactive, customized experiences. By doing this, brands can drive both purchases and positive online word-of-mouth among Gen Z consumers. But here's a critical thought. While social media marketing is powerful, it's not the only factor. Brands need to ensure their products are genuinely high-quality and eco-friendly. Otherwise, they risk losing the trust of these savvy consumers. Gen Z is all about authenticity. They can spot a fake from a mile away. So, brands need to walk the talk. They need to show, not just tell, that they care about sustainability. This means using eco-friendly packaging, sourcing ingredients responsibly, and being transparent about their practices.