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Abstract
The researchers analyzed the factors influencing Filipino millennials' intention to purchase green skincare products based on data from 454 respondents (n=454) residing or working in the National Capital Region. The Theory of Planned Behavior mainly guides the analysis to elucidate positive and significant correlation among Past Experience, Electronic Word-of-Mouth, and Emotional Intelligence on the determinants of intention to purchase green skincare products: Attitude, Subjective Norm, and Self-Efficacy. The results show that Past Experience and Emotional Intelligence have a moderate impact, whereas Electronic Word-of-Mouth has a lesser effect on the key determinants of purchase intention. The current study proposes increased information sharing through marketing campaign strategies such as brand partnerships, the creation of social care groups, fear appeal marketing (FAM), social listening, customer surveys, sales promotions, and verbal persuasion. Future research on the subject may consider various demographics, such as Generation X and Z, and the male market. Finally, to extend the study on green skincare products considering the relationship between antecedent variables.
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This work is licensed under a Creative Commons Attribution 4.0 International License.
How to Cite
Dui, R., Siapno, E., & Paredes, M. P. (2024). The Anteceding Role of Past Experience, Electronic Word-of-Mouth, and Emotional Intelligence on the Determinants of Purchase Intention of Green Skincare Products. International Journal of Multidisciplinary: Applied Business and Education Research, 5(6), 1996-2011. https://doi.org/10.11594/ijmaber.05.06.05
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Chowdhury, R. M., M., & I. (2017). Emotional Intelligence and Consumer Ethics: The Mediating Role of Personal Moral Philos-ophies: JBE. Journal of Business Ethics, 142(3), 527-548. https://doi.org/10.1007/s10551-015-2733-y
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Dada (2021). Exploring the Influence of Elec-tronic Word-Of-Mouth (eWom) on Inten-tion to Share-Wallet : a Study of Uk Retail Banking Customer Using the Theory of Planned Behaviour (Tpb). ProQuest Dis-sertations Publishing.
Doll, J., & Ajzen, I. (1992). Accessibility and stability of predictors in the theory of planned behavior. Journal of Personali-ty and Social Psychology, 63(5), 754– 765. https://doi.org/10.1037/0022-3514.63.5.754
Emerald, M., Emerald, A., Emerald, L., & Ku-mar, V. (2016). Perspective of natural products in skincare. Pharm. Pharmacol. Int. J, 4, 72.
Gabler, Kropp, F., Silvera, D. H., & Lavack, A. M. (2004). The Role of Attitudes and Self-Efficacy in Predicting Condom Use and Purchase Intentions. Health Marketing Quarterly, 21(3), 63–78. https://doi.org/10.1300/J026v21n03_04
Gailewicz, J. (2014). Marketing to Millennials: The consumers to change the market landscape. The Next Web, 29.
Gharetepeh, A., Safari, Y., Pashaei, T., Razaei, M., & Kajbaf, M. B. (2015). Emotional intelli-gence as a predictor of self-efficacy among students with different levels of academic achievement at Kermanshah University of Medical Sciences. Journal of advances in medical education & profes-sionalism, 3(2), 50.
Ghazali, E., Soon, P. C., Mutum, D. S., & Nguyen, B. (2017). Health and cosmetics: Investigating consumers’ values for buy-ing organic personal care products. Jour-nal of Retailing and Consumer Services, 39, 154–163. https://doi.org/10.1016/j.jretconser.2017.08.002
Haddad, S., Awad, A., Albate, D., Almashhada-ni, I., & Dirani, W. (2020). Factors af-fecting green cosmetics purchase in-tention. Academia.edu. Retrieved April 24, 2022, from https://www.academia.edu/77235861/Fac-tors_Affecting_Green_Cosmetics_Purchase_Intenti on
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Hair, Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24. https://doi.org/10.1108/EBR-11- 2018-0203
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Hanss, Böhm, G., Doran, R., & Homburg, A. (2016). Sustainable Consumption of Gro-ceries: the Importance of Believing that One Can Contribute to Sustainable Devel-opment. Sustainable Development (Brad-ford, West Yorkshire, England), 24(6), 357–370. https://doi.org/10.1002/sd.1615
Hee, S. P. (2000). Relationships among atti-tudes and subjective norm: Testing the theory of reasoned action across cultures. Communication Studies, 51(2), 162175.
Hill, M., Mann, L., & Wearing, A. J. (1996). The Effects of Attitude, Subjective Norm and Self- Efficacy on Intention to Benchmark: A Comparison between Managers with Experience and No Experience in Bench-marking. Journal of Organizational Be-havior, 17(4), 313–327. http://www.jstor.org/stable/2488544
Hoang, Moon, J.-Y., & Lee, Y.-C. (2021). Natural antioxidants from plant extracts in skin-care cosmetics: Recent applications, chal-lenges and perspectives. Cosmetics (Ba-sel), 8(4), 106–. https://doi.org/10.3390/cosmetics8040106
Hsu, Chang, C.-Y., & Yansritakul, C. (2017). Ex-ploring purchase intention of green skin-care products using the theory of planned behavior: Testing the moderating effects of country of origin and price sensitivity. Journal of Retailing and Consumer Ser-vices, 34, 145–152. https://doi.org/10.1016/j.jretconser.2016.10.006
Hu & Kim, H. J. (2018). Positive and negative eWOM motivations and hotel customers’ eWOM behavior: Does personality mat-ter? International Journal of Hospitality Management, 75, 27–37. https://doi.org/10.1016/j.ijhm.2018.03.004
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