Understanding the Impact of Online Communication Strategies on Consumer Purchase Intention for Green Cosmetics
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Published:2023-10-12
Issue:20
Volume:15
Page:14784
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ISSN:2071-1050
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Container-title:Sustainability
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language:en
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Short-container-title:Sustainability
Author:
Teixeira Sara1, Oliveira Zaila2, Teixeira Sandrina3ORCID, Teixeira Sara3ORCID
Affiliation:
1. ISCAP, Polytechnic of Porto, 4465-004 Porto, Portugal 2. CEOS.PP, University of Maia—ISMAI, 4475-690 Maia, Portugal 3. CEOS.PP, ISCAP, Polytechnic of Porto, 4465-004 Porto, Portugal
Abstract
Increased environmental awareness has increased the demand for green products, mainly cosmetics. This fact challenges companies to adapt to changes and consider environmental problems in their communication strategies to offer products that meet current trends in the consumer market. This implies the need to understand the antecedents of purchase intention better. This research was guided by the theory of planned behaviour (TPB) with the aim of understanding the impact of online communication strategies on consumer purchase intention of green cosmetics. Intention to purchase green cosmetics was measured, as were two of the main TPB constructs, specifically attitude and subjective norms. In addition, other variables were added to the study, such as electronic word of mouth (e-WOM), influencer marketing, and brand content. Data collected through an online survey (N = 151) were analysed using statistical techniques based on variance through partial least squares (PLS) using the SmartPLS3 v.3.3.9 software. The results show that the online communication strategies that impact the purchase intention of green cosmetics are e-WOM and brand content. In practice, the results obtained provide valuable information for professionals and academics, benefiting the perception of the factors that motivate the intention to purchase green cosmetics, contributing to the implementation of better online communication strategies.
Funder
FCT—Fundação para a Ciência e Tecnologia
Subject
Management, Monitoring, Policy and Law,Renewable Energy, Sustainability and the Environment,Geography, Planning and Development,Building and Construction
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