Examining the Impact of Argument Quality and Source Credibility on Consumers’ Behavioral Intention Toward Green Cosmetics : The Moderating Role of Perceived Innovativeness

Authors

  •   Smriti Mathur Assistant Professor, CHRIST (Deemed to be University) Delhi NCR, Nandgram Road, Marium Nagar Sewa Nagar, Ghaziabad, Uttar Pradesh
  •   Sushant Kr. Vishnoi Assistant Professor, Institute of Management Studies, Grand Trunk Rd, Industrial Area, Lal Kuan, Ghaziabad - 201 009, Uttar Pradesh
  •   Teena Bagga Professor, Department of Management Studies, FMS, Jamia Millia Islamia, Jamia Nagar, Okhla, New Delhi, Delhi - 110 025
  •   Anand Mittal Professor & Teacher-in-Charge, Dept. of Economics, Hansraj College, Mahatma Hans Raj Marg, Malka Ganj, North Campus, University of Delhi, Delhi - 110 007
  •   Arjun Mittal Assistant Professor (Corresponding Author), Dept. of Commerce, Hansraj College, Mahatma Hans Raj Marg, Malka Ganj, North Campus, University of Delhi, Delhi - 110 007

DOI:

https://doi.org/10.17010/pijom/2024/v17i3/173364

Keywords:

Artificial Neural Network

, ANN, Argument Quality, eWOM, Green Cosmetics, Perceived Innovativeness, Source Credibility, Theory of Planned Behavior.

Paper Submission Date

, January 24, 2024, Paper sent back for Revision, February 10, Paper Acceptance Date, February 20, Paper Published Online, March 15, 2024

Abstract

Purpose : This study integrated the knowledge-attitude-behavior (KAB) model and the theory of planned behavior (TPB) to analyze how elements of electronic word of mouth (eWOM)—argument quality (AQ) and source credibility (CR)—influenced customers’ green cosmetics behavioral intention (BI).

Methodology : Data were collected from a sample of 350 customers through an online survey, and a two-stage process was used to evaluate the research model. In the first stage, linear associations between the various elements of the theoretical model were determined using structural equation modeling (SEM). The second stage involved evaluating the predicting efficacy of the constructs, using an artificial neural network (ANN) framework.

Findings : The findings of the multi-analytical study revealed that attitude (Atd), perceived behavioral control (Pbcon), and source credibility (CR) influenced consumers’ intentions to buy green cosmetics. Moreover, the source’s credibility (CR) and the argument’s quality (AQ) also positively influenced consumer attitude (Atd). The models appeared to have acceptable prediction accuracy based on the ANN study’s root mean square of error (RMSE) values.

Originality : The study contributed to the body of green cosmetics literature by integrating knowledge-attitude-behavior (KAB) and planned behavior (TPB) theory. The novelty of this research also lies in examining the moderating effect of perceived innovativeness (PI) for developing a robust predictive framework for green cosmetics purchase intention using artificial neural networks (ANN).

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Published

2024-03-01

How to Cite

Mathur, S., Vishnoi, S. K., Bagga, T., Mittal, A., & Mittal, A. (2024). Examining the Impact of Argument Quality and Source Credibility on Consumers’ Behavioral Intention Toward Green Cosmetics : The Moderating Role of Perceived Innovativeness. Prabandhan: Indian Journal of Management, 17(3), 26–47. https://doi.org/10.17010/pijom/2024/v17i3/173364

Issue

Volume 17, Issue 3, March 2024

Section

Articles
Crossref
Scopus
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Europe PMC

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