Green Cosmetics Purchase Behavior in the Digital Age: The Contribution of E-WoM as a Moderator

Social media improves customer knowledge and attitudes to support green cosmetics purchasing behavior. Electronic word-of-mouth on social media has a much broader reach in providing information. However, all information disseminated through e-wom must be evaluated and confirmed by good knowledge about green products. This analysis discusses explicitly the role of e-wom in moderating the affinity between green product knowledge and green cosmetics purchase behavior. In addition, it examines the factors identified as drivers of green cosmetics purchases. This research uses quantitative methods with structural modeling. A total of 200 respondents in Indonesia were selected and validated based on several predetermined criteria. This study has demonstrated that all hypotheses are obtained. In addition, it has been proven that e-wom can enrich customers' knowledge about green products to support the purchase behavior of green cosmetics. The green cosmetics industry can implement strategies by using social media to educate people to choose green cosmetics.