Green Logistics Experience and Circular Participation in Vietnam’s Eco-Beauty Market: Mediating Roles of Convenience and Circular Value
Abstract:
This study examines the impact of green logistics experience on consumers’ intention to participate in circular practices within Vietnam’s eco-beauty market. Based on the Stimulus- Organism-Response framework, the study tests the effects of green delivery service quality, sustainable fulfillment packaging experience, reverse logistics service support, and circular logistics information transparency, with perceived convenience and perceived circular value as mediators. Data from 529 eco-beauty consumers in Vietnam were analyzed using PLS-SEM. The results indicate that green delivery service quality, sustainable fulfillment packaging experience, and reverse logistics service support significantly enhance perceived convenience, which in turn strengthens the intention to participate in circular practices. Perceived convenience also serves as a mediator in these relationships. However, the value-based pathway is less consistent. Reverse logistics service support does not significantly affect perceived circular value, while the effects related to circular logistics information transparency and perceived circular value run opposite to the expected direction. The findings suggest that circular participation in eco-beauty depends more on reducing consumer effort than on value-based messages alone.
