The influence of electronic word of mouth on green cosmetics purchase intention: evidence from young Vietnamese female consumers

IF 2.7 Q2 BUSINESS
Thuy Thi Thu Nguyen, Yam B. Limbu, Long Pham, Miguel Ángel Zúñiga
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引用次数: 0

Abstract

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).

电子口碑对绿色化妆品购买意向的影响:来自越南年轻女性消费者的证据
目的 本研究旨在通过健康关注、环境关注和计划行为理论(TPB)因素,探讨电子口碑(eWOM)对越南年轻女性消费者绿色化妆品购买意向的直接和间接影响。研究结果 结果显示,电子口碑对消费者的绿色化妆品购买意向有直接影响。在 TPB 因素中,态度比主观规范对购买意向的预测影响更大。然而,感知行为控制对购买意向的影响没有得到支持。通过健康关注、环境关注和态度的中介作用,网络口碑对购买意向产生了明显的间接影响。研究结果表明,网络口碑可以提高年轻女性消费者对环境和健康的关注,进而影响她们对绿色化妆品的积极态度。因此,网络口碑是环境和健康信息的有力载体;同时,它也可以成为宣传环境和健康问题的重要渠道,并激发消费者的环保行为和健康生活方式。 原创性/价值 该研究证实了 TPB 模型在预测越南(一个新兴市场)年轻女性购买绿色化妆品方面的实用性,为相关文献做出了贡献。研究结果表明,网络口碑直接影响越南年轻女性消费者的绿色化妆品购买意向,并通过健康关注、环境关注和两个 TPB 因子(态度和主观规范)间接影响网络口碑。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
Journal of Consumer Marketing
Journal of Consumer Marketing Business, Management and Accounting-Business and International Management
CiteScore
5.00
自引率
7.10%
发文量
68
期刊介绍: ■Consumer behaviour ■Customer policy and service ■Practical case studies to illustrate concepts ■The latest thinking and research in marketing planning ■The marketing of services worldwide
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