Examining the Impact of Argument Quality and Source Credibility on Consumers Behavioral Intention Toward Green Cosmetics: The Moderating Role of Perceived Innovativeness
- Title
- Examining the Impact of Argument Quality and Source Credibility on Consumers Behavioral Intention Toward Green Cosmetics: The Moderating Role of Perceived Innovativeness
- Creator
- Mathur S.; Vishnoi S.Kr.; Bagga T.; Mittal A.; Mittal A.
- Description
- 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 sources credibility (CR) and the arguments quality (AQ) also positively influenced consumer attitude (Atd). The models appeared to have acceptable prediction accuracy based on the ANN studys 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). 2024, Associated Management Consultants Pvt. Ltd.. All rights reserved.
- Source
- Prabandhan: Indian Journal of Management, Vol-17, No. 3, pp. 26-47.
- Date
- 2024-01-01
- Publisher
- Associated Management Consultants Pvt. Ltd.
- Subject
- ANN; argument quality; artificial neural network; eWOM; green cosmetics; perceived innovativeness; source credibility; theory of planned behavior
- Coverage
- Mathur S., CHRIST (Deemed to be University) Delhi NCR, Nandgram Road, Marium Nagar Sewa Nagar, Uttar Pradesh, Ghaziabad, India; Vishnoi S.Kr., Institute of Management Studies, Grand Trunk Rd, Industrial Area, Lal Kuan, Uttar Pradesh, Ghaziabad, 201 009, India; Bagga T., Department of Management Studies, FMS, Jamia Millia Islamia, Jamia Nagar, Okhla, Delhi, New Delhi, 110 025, India; Mittal A., Dept. of Economics, Hansraj College, University of Delhi, Mahatma Hans Raj Marg, Malka Ganj, North Campus, Delhi, 110 007, India; Mittal A., Dept. of Commerce, Hansraj College, University of Delhi, Mahatma Hans Raj Marg, Malka Ganj, North Campus, Delhi, 110 007, India
- Rights
- Restricted Access
- Relation
- ISSN: 9752854
- Format
- Online
- Language
- English
- Type
- Article
Collection
Citation
Mathur S.; Vishnoi S.Kr.; Bagga T.; Mittal A.; Mittal A., “Examining the Impact of Argument Quality and Source Credibility on Consumers Behavioral Intention Toward Green Cosmetics: The Moderating Role of Perceived Innovativeness,” CHRIST (Deemed To Be University) Institutional Repository, accessed February 24, 2025, https://archives.christuniversity.in/items/show/13269.