The Impact of Artificial Intelligence on Green Cosmetics Purchasing: The Role of Trust

Abstract:

This study aims to investigate the effects of chatbot AI, specifically individuals' perceptions of usefulness and ease of use when using this technology to advise on products, on their attitudes towards the technology, as well as their trust in AI, green purchasing intention and behaviour toward cosmetics. Using survey data from 310 Gen Z consumers in Vietnam, the study found that usefulness and ease of use drive attitudes, thereby influencing purchasing intention and behaviour, while trust positively moderated the relationship between attitude and purchasing intention. By combining TRA and TAM theories, the study has revealed the connecting role of attitudes and the moderating role of beliefs, thereby contributing to a clearer explanation of the impact of technology on individual purchasing behavior. Based on these results, managerial implications and directions for future research are also suggested.