A study of consumer behavior and willingness to pay towards cosmetic products of generation Z in Hochiminh cityHien Thi Bich Tran, Phuong Ngoc Duy Nguyen, Trung Quang Vo, Viet Nhu Nguyen, Thao Ho Dieu Nguyen, Susi Ari Kristina and Dwi EndartiBIO Web Conf., 75 (2023) 05001DOI: https://doi.org/10.1051/bioconf/20237505001