Exploring the messenger effect on consumer emotions and attitudes: Promoting socially responsible practices in the cosmetics sector

Abstract In online shopping, businesses increasingly deploy monetary incentives and messenger effects to guide consumer choices, yet little is known about the emotional and attitudinal mechanisms underlying these influences, especially in the sustainable cosmetics sector. Grounded in social contagion theory, this study employs a multimethod design—PLS-SEM on a survey of 350 Taiwanese cosmetics consumers and eight in-depth interviews—to investigate how messenger effect shapes positive emotions ( β = 0.179, p < 0.01) and, unexpectedly, reduces negative emotions ( β = − 0.216, p < 0.01), which in turn drive socially responsible consumption behaviour (SRCB). We further demonstrate that discounts amplify messenger-induced positive affect (interaction β = 0.172, p < 0.001) but also provoke “discount fatigue”, heightening negative emotions (interaction β = 0.095, p < 0.05). Qualitative insights reveal that peer endorsements foster curiosity (“I want to know more… I feel excited”), whereas repetitive corporate promotions elicit scepticism and disengagement. By highlighting the dual role of incentives and the pivotal function of messenger identity, our findings advance digital-nudging theory and offer actionable guidance for sustainable cosmetics companies seeking to cultivate lasting, responsible consumer engagement.