Driving Green Consumption

<p>The growing emphasis on sustainable consumption has driven remarkable growth in the green cosmetics industry, with e-commerce providing a vital platform for marketing these products.<sup style="color: rgb(87, 91, 95);"> </sup>This study is based on an extension of the Theory of Planned Behavior (TPB) by considering electronic word-of-mouth (eWOM) and Content Marketing as factors affecting the consumers’ purchase intentions for green cosmetics on online platforms. An integrated research model was developed and empirically validated using Partial Least Squares Structural Equation Modeling (PLS-SEM) based on a survey of 545 consumers in Hanoi, Vietnam. The collected data were analyzed to assess the measurement and structural model and explore the interrelationships among key factors shaping consumers’ attitudes and purchasing intention toward green cosmetics online. The results support the significant impact of eWOM on content marketing, attitudes toward green cosmetics, and purchase intention. These findings offer important policy implications aimed at strengthening the purchase motivations and enhancing the purchase intention of the Vietnamese consumers in relation to green cosmetics via online platforms.</p>