A Structural Equation Model of Factors Influencing Customers’ Purchase Intention for Chemicals

Vietnam’s chemical industry remains less competitive than that of other countries in the region, with limited awareness of chemical risks leading to environmental and resource challenges. As of 2020, the industry comprises 1,818 enterprises and employs about 2.7 million workers, highlighting its economic importance. This study aims to identify and analyze factors influencing customers’ purchase intention at Hoang Vu Chemical Trading Co., Ltd., drawing on theoretical foundations from prior international research. A research model was developed with four factors: perceived value, celebrity endorsement, packaging, and customer knowledge. Data were collected from 425 customers in Da Nang and analyzed using SPSS 26.0 and AMOS to validate the model and clarify the research problem.