"I buy green products, do you...?" the moderating effect of eWOM on green purchase behavior in Malaysian cosmetics industry

• Main Authors: Jaini, Azila, Quoquab, Farzana, Mohammad, Jihad, Hussin, Nazimah
• Format: Article
• Published: Emerald Group Holdings Ltd. 2020
• Subjects: HF Commerce
• Online Access: http://eprints.utm.my/id/eprint/93515/; http://dx.doi.org/10.1108/IJPHM-02-2019-0017

Purpose: In recent years, consumers are moving toward purchasing green cosmetics instead of chemical one. Plenty of cosmetics products are banned globally due to the usage of poisonous substances such as triphenyl phosphate and petroleum. As such, it is needed to shift the conventional purchase beha...