Purchase intention and electronic word of mouth for vegan cosmetics: The promoting role of social media marketing

Abstract

As consumers become increasingly concerned about animal protection and responsible consumption, vegan cosmetics have emerged as a new trend in Vietnam. However, the industry’s development still faces challenges related to product quality and consumer awareness. This research focuses on the role of social media marketing in driving purchase intention and promoting vegan cosmetics. By analyzing factors such as social media marketing, brand trust, green brand equity, purchase intention and eWOM, the study aims to provide deeper insights into consumer behavior and help brands develop cost - effective marketing strategies. In the digital era, social media plays an essential role in reaching target customers and building a strong trust in products and brands. This study not only seeks to drive sales but also aims to shift social awareness towards sustainable consumption. These findings will contribute to promoting sustainable relationships between businesses and consumers in the cosmetics industry, providing valuable insights into sustainable development trends and green branding in the Vietnamese cosmetics industry