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Understanding the Impact of Online Communication Strategies on Consumer Purchase Intention for Green Cosmetics

2023-10-12Journal article Open access
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dc.contributor.authorTeixeira, Sara
dc.contributor.authorOliveira, Zaila
dc.contributor.authorTeixeira, Sandrina
dc.contributor.authorTeixeira, Sara
dc.date.accessioned2023-11-06T08:44:24Z
dc.date.available2023-11-06T08:44:24Z
dc.date.issued2023-10-12
dc.description.abstractncreased 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.pt_PT
dc.description.versioninfo:eu-repo/semantics/publishedVersionpt_PT
dc.identifier.doi10.3390/su152014784pt_PT
dc.identifier.urihttp://hdl.handle.net/10400.22/23837
dc.language.isoengpt_PT
dc.peerreviewedyespt_PT
dc.publisherMDPIpt_PT
dc.relationCenter of Organizational and Social Studies of Polytechnic of Porto
dc.rights.urihttp://creativecommons.org/licenses/by/4.0/pt_PT
dc.subjectGreen marketingpt_PT
dc.subjectOnline green marketing strategiespt_PT
dc.subjectGreen cosmeticspt_PT
dc.subjectTheory of planned behaviourpt_PT
dc.titleUnderstanding the Impact of Online Communication Strategies on Consumer Purchase Intention for Green Cosmeticspt_PT
dc.typejournal article
dspace.entity.typePublication
oaire.awardTitleCenter of Organizational and Social Studies of Polytechnic of Porto
oaire.awardURIinfo:eu-repo/grantAgreement/FCT/6817 - DCRRNI ID/UIDB%2F05422%2F2020/PT
oaire.citation.endPage15pt_PT
oaire.citation.issue20pt_PT
oaire.citation.startPage1pt_PT
oaire.citation.titleSustainabilitypt_PT
oaire.citation.volume15pt_PT
oaire.fundingStream6817 - DCRRNI ID
person.familyNameTeixeira
person.familyNameOliveira
person.familyNameTeixeira
person.givenNameSara
person.givenNameZaila
person.givenNameSandrina
person.identifier1603848
person.identifier.ciencia-idCD1C-0EE5-AE14
person.identifier.ciencia-id511F-C11A-1CA7
person.identifier.ciencia-idB911-05A6-FDFF
person.identifier.orcid0000-0002-3768-0420
person.identifier.orcid0000-0002-7002-7626
person.identifier.orcid0000-0002-5859-0002
person.identifier.ridH-3401-2013
person.identifier.scopus-author-id57211574571
person.identifier.scopus-author-id55580518700
project.funder.identifierhttp://doi.org/10.13039/501100001871
project.funder.nameFundação para a Ciência e a Tecnologia
rcaap.rightsopenAccesspt_PT
rcaap.typearticlept_PT
relation.isAuthorOfPublication5f86eb3f-abfc-4404-9425-3eed6339faaa
relation.isAuthorOfPublication271ba74e-d0a2-472a-aeb1-1da304a210ae
relation.isAuthorOfPublication5f27d742-c363-4c94-865b-0c369569d462
relation.isAuthorOfPublication.latestForDiscovery5f27d742-c363-4c94-865b-0c369569d462
relation.isProjectOfPublication6f9b5539-acd9-4f49-9dbd-6f283688e837
relation.isProjectOfPublication.latestForDiscovery6f9b5539-acd9-4f49-9dbd-6f283688e837

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