The impact of Electronic Word of Mouth on consumer intentions to buy vegan cosmetics in Ho Chi Minh city

Abstract

The rapid development of the Internet has significantly influenced consumers' purchasing behavior, particularly in the cosmetics industry. Through online platforms, consumers can access information and select cosmetics that best suit their needs by gathering insights from online communities. This research investigates the influence of Electronic Word of Mouth (EWOM) on consumers' intentions to purchase vegan cosmetics in Ho Chi Minh City. Primarily using quantitative methods, data were surveyed using a snowball method in June 2023 from 544 respondents in Ho Chi Minh City who have been purchasing vegan cosmetics (Cocoon, Herb n' Spice, Naunau, Baresoul, Lush, Arbonne,...). After analysis using Smart PLS, findings show quality, reliability, information needs, consumer knowledge, and subjective standards collectively exert a positive influence on the usefulness of information, information acceptance, and ultimately, consumer purchase intentions. Based on these results, marketers should prioritize strategies to improve the usefulness of EWOM communications, thereby driving consumer acceptance and purchase intention of vegan cosmetics.