The influence of electronic word of mouth (eWOM) on the purchase intention of green cosmetics among Gen Z consumers in Vietnam

This study investigates the influence of electronic word of mouth (eWOM) on the purchase intention of green cosmetics among Gen Z consumers in Vietnam. Integrating the Theory of Planned Behavior (TPB) and the Information Adoption Model (IAM), the research framework comprises five key constructs: eWOM, health concerns, environmental concerns, attitudes toward shopping, and purchase intention. The findings reveal that eWOM exerts a significant positive effect on both attitudes toward shopping and purchase intention. Additionally, health and environmental concerns enhance positive attitudes, thereby indirectly strengthening purchase intention. Managerial implications highlight the importance of optimizing digital communication strategies and leveraging eWOM, particularly source credibility and information quality, to enhance persuasive effectiveness and better engage Gen Z in the green cosmetics market.