Promoting Sustainable Consumption in Tourism Cities: How Consumer Value Drives Refillable Beauty Product Adoption Across Online and Offline Shoppers in Da Nang

The rapid growth of global consumption is intensifying environmental pressures, particularly plastic waste, which is projected to increase by 68% by 2050 without intervention. In Vietnam, about 1.8 million tons of plastic garbage are produced annually, with only 10–27% being recycled, while the cosmetics industry significantly contributes to single-use packaging and emissions. Refillable beauty products have emerged as a circular solution, reducing packaging waste while offering economic benefits to consumers. In Da Nang, an emerging eco-city and major tourism hub, local residents show growing environmental awareness, yet the adoption of refillable beauty products remains limited due to habit and convenience barriers. This study investigates the key determinants influencing consumers’ purchase decisions toward refillable beauty products by integrating both cognitive (perceived value) and affective (positive emotion) pathways. A quantitative method was applied utilizing a standardized questionnaire with a 5-point Likert scale. Data were collected through an online survey using convenience sampling, yielding 420 valid responses from Da Nang local residents. Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4 was utilized to examine the data. The findings show that both consumer value determinants and marketing signals influence the customer's purchasing decisions of refillable beauty products. Furthermore, the dual dimensions of perception and emotion serve as mediators, predominantly affecting the consumer's decision-making process. Furthermore, through MGA, the study identified differences in purchase behaviors (online versus offline). The research provided theoretical contributions and suggested managerial implications for marketers and policymakers within the cosmetics industry.