TY - JOUR
T1 - The influence of electronic word of mouth on green cosmetics purchase intention
T2 - evidence from young Vietnamese female consumers
AU - Nguyen, Thuy Thi Thu
AU - Limbu, Yam B.
AU - Pham, Long
AU - Zúñiga, Miguel Ángel
N1 - Publisher Copyright:
© 2024, Emerald Publishing Limited.
PY - 2024/6/10
Y1 - 2024/6/10
N2 - Purpose: This study aims to examine the direct and indirect influence of electronic word of mouth (eWOM) on green cosmetics purchase intention of young Vietnamese female consumers through health concern, environmental concern and the theory of planned behavior (TPB) factors. Design/methodology/approach: Data were collected from a survey of Vietnamese young female consumers that were analyzed using a partial least squares structural equation modeling. Findings: The results reveal that eWOM has a direct effect on consumers’ purchase intention of green cosmetics. Among TPB factors, attitude was a greater influential predictor of purchase intention than subjective norms. However, the influence of perceived behavioral control on purchase intention was not supported. There were significant indirect effects of eWOM on purchase intention through the mediation of health concern, environmental concern and attitude. Practical implications: Therefore, the findings of this study are relevant for marketers and managers as they provide valuable insights into understanding the motivational factors of consumers’ green cosmetics purchase intention. The results highlighted that eWOM could increase young female consumers’ environmental concern and health concern, which, in turn, influence a positive attitude toward green cosmetics. Hence, eWOM is a powerful vehicle for environmental and health messages; also, it can be an important channel of sensitization toward environmental and health issues and motivation of proenvironmental behavior and healthy lifestyle. Originality/value: The study contributed to the literature by confirming the utility of the TPB model in predicting young women’s green cosmetics purchases in the context of Vietnam, an emerging market, which has largely been overlooked in the literature. The findings show that eWOM has a direct influence on green cosmetics purchase intentions of young Vietnamese female consumers and indirectly eWOM through health concern, environmental concern and two TPB factors (attitude and subjective norms).
AB - Purpose: This study aims to examine the direct and indirect influence of electronic word of mouth (eWOM) on green cosmetics purchase intention of young Vietnamese female consumers through health concern, environmental concern and the theory of planned behavior (TPB) factors. Design/methodology/approach: Data were collected from a survey of Vietnamese young female consumers that were analyzed using a partial least squares structural equation modeling. Findings: The results reveal that eWOM has a direct effect on consumers’ purchase intention of green cosmetics. Among TPB factors, attitude was a greater influential predictor of purchase intention than subjective norms. However, the influence of perceived behavioral control on purchase intention was not supported. There were significant indirect effects of eWOM on purchase intention through the mediation of health concern, environmental concern and attitude. Practical implications: Therefore, the findings of this study are relevant for marketers and managers as they provide valuable insights into understanding the motivational factors of consumers’ green cosmetics purchase intention. The results highlighted that eWOM could increase young female consumers’ environmental concern and health concern, which, in turn, influence a positive attitude toward green cosmetics. Hence, eWOM is a powerful vehicle for environmental and health messages; also, it can be an important channel of sensitization toward environmental and health issues and motivation of proenvironmental behavior and healthy lifestyle. Originality/value: The study contributed to the literature by confirming the utility of the TPB model in predicting young women’s green cosmetics purchases in the context of Vietnam, an emerging market, which has largely been overlooked in the literature. The findings show that eWOM has a direct influence on green cosmetics purchase intentions of young Vietnamese female consumers and indirectly eWOM through health concern, environmental concern and two TPB factors (attitude and subjective norms).
KW - Electronic word of mouth
KW - Environmental concern
KW - Green cosmetics
KW - Health concern
KW - Purchase intention
KW - Theory of planned behavior
UR - http://www.scopus.com/inward/record.url?scp=85192797972&partnerID=8YFLogxK
U2 - 10.1108/JCM-11-2022-5709
DO - 10.1108/JCM-11-2022-5709
M3 - Article
AN - SCOPUS:85192797972
SN - 0736-3761
VL - 41
SP - 406
EP - 423
JO - Journal of Consumer Marketing
JF - Journal of Consumer Marketing
IS - 4
ER -