Unlocking the key drivers of consumer purchase intentions for organic cosmetics: A study in Can Tho City, Vietnam.

This study's objective to evaluate Can Tho City's customer behavior with respect to organic cosmetics. The research was carried out utilizing a cross-sectional descriptive design and a collection of inquiries according to the theory of planned behavior (TPB), which evolved from the 5-point Likert scale. The survey was undertaken to interview 559 Can Tho City residents who use organic cosmetics, applying various interview questions to measure their behavior when considering the characteristics of the research subjects.