The Impact of E-WOM on Green Cosmetics Purchase Intention and Behaviour: A Systematic Review and Future Directions

Commerce

Over the past few years, the green cosmetics market has experienced substantial expansion. Scholarly interest in the field has increased concurrently. The systematic review investigates the influence of electronic-word-of-mouth on consumer behaviour and purchase intention within the green cosmetics industry. As the demand for eco-friendly products rises and digital communication platforms continue to shape consumer decision – making process, understanding the role of E-WOM in this context is imperative. In spite of the expanding body of research, no comprehensive analysis has been conducted to compile and integrate the empirical research analysing the variables linked to green cosmetics buy behaviour (GCPB) and green cosmetics purchase intention (GCPI). This research attempts to fill in this gap. This systematic review was carried out by us. The theory of planned behavior's components (attitude, subjective norms, and perceived behavioural control) were most frequently shown as determinants. These were followed by the "marketing mix, consumer consciousness issues, consumer values, brand-related attributes, experience and knowledge, self-efficacy, and perceived barriers". Therefore, this investigation will help scholars understand the knowledge boundary. Moreover, the findings of this review contributes to the body of knowledge on E-WOM and consumer behaviour in the context of susutainable cosmetics, also providing valuable insights to marketers in framing their marketing strategies for promoting green cosmetic products.

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