sustainability

Article
Understanding the Impact of Online Communication Strategies
on Consumer Purchase Intention for Green Cosmetics
Sara Teixeira 1, *, Zaila Oliveira 2, *, Sandrina Teixeira 3 and Sara Teixeira 3

1 ISCAP, Polytechnic of Porto, 4465-004 Porto, Portugal

2 CEOS.PP, University of Maia—ISMAI, 4475-690 Maia, Portugal
3 CEOS.PP, ISCAP, Polytechnic of Porto, 4465-004 Porto, Portugal; [email protected] (S.T.);
[email protected] (S.T.)
* Correspondence: [email protected] (S.T.); [email protected] (Z.O.)

Abstract: Increased environmental awareness has increased the demand for green products, mainly
cosmetics. This fact challenges companies to adapt to changes and consider environmental problems
in their communication strategies to offer products that meet current trends in the consumer market.
This implies the need to understand the antecedents of purchase intention better. This research was
guided by the theory of planned behaviour (TPB) with the aim of understanding the impact of online
communication strategies on consumer purchase intention of green cosmetics. Intention to purchase
green cosmetics was measured, as were two of the main TPB constructs, specifically attitude and
subjective norms. In addition, other variables were added to the study, such as electronic word of
mouth (e-WOM), influencer marketing, and brand content. Data collected through an online survey
(N = 151) were analysed using statistical techniques based on variance through partial least squares
(PLS) using the SmartPLS3 v.3.3.9 software. The results show that the online communication strategies
that impact the purchase intention of green cosmetics are e-WOM and brand content. In practice,
the results obtained provide valuable information for professionals and academics, benefiting the
perception of the factors that motivate the intention to purchase green cosmetics, contributing to the
implementation of better online communication strategies.
Citation: Teixeira, S.; Oliveira, Z.;
Keywords: green marketing; online green marketing strategies; green cosmetics; theory of planned
Teixeira, S.; Teixeira, S.
Understanding the Impact of Online
behaviour
Communication Strategies on
Consumer Purchase Intention for
Green Cosmetics. Sustainability 2023,
15, 14784. https://doi.org/10.3390/ 1. Introduction
su152014784 An increasing scarcity of natural resources and climate change harm the planet and
human life. For this reason, individuals are increasingly becoming environmentally con-
Academic Editors: Colin
Michael Hall and Arminda Paço
scious, seeking to modify behaviours and purchasing decisions toward more sustainable
configurations to minimise the environmental impact of their actions [1–4]. Consumers are
Received: 17 July 2023 paying more attention to a product’s origins, production processes, ecological implications,
Revised: 17 September 2023 and safety. Therefore, the preference for natural, biodegradable, bioactive compounds with
Accepted: 9 October 2023 non-toxic effects is growing over that for synthetic ones [5]. Thus, the search for natural
Published: 12 October 2023
ingredients is one of the main targets of the cosmetics industry [6].
The cosmetics industry has become a highly competitive sector for which its products’
quality, efficacy, and safety are paramount [7]. However, the term “natural” is in the
Copyright: © 2023 by the authors.
spotlight, and the latest trends tend to include natural ingredients in cosmetics development.
Licensee MDPI, Basel, Switzerland. Natural ingredient use is one of the significant challenges the cosmetics industry has faced
This article is an open access article since the 1990s because it involves a set of commitments that must be followed, such as
distributed under the terms and sustainable/organic agriculture use, the optimal use of natural resources, not containing
conditions of the Creative Commons synthetic chemical ingredients, and not containing genetically modified organisms (GMOs),
Attribution (CC BY) license (https:// among others [8].
creativecommons.org/licenses/by/ The demand for green cosmetics has increased exceptionally [6]. It is estimated that
4.0/). by 2023, the sector will be worth around 571.1 billion dollars, which represents an increase

Sustainability 2023, 15, 14784. https://doi.org/10.3390/su152014784 https://www.mdpi.com/journal/sustainability

Sustainability 2023, 15, 14784 2 of 15

of 8% from the previous year. In addition, projections indicate that the niche will continue
to grow and should reach 663 billion dollars a year worldwide by 2027 [9].
According to a study by [10], consumers who buy naturally produced ingredients in
facial and body products grew from an average of 18% of sales in 2017 to 24% of sales in
2021. Environmentally conscious consumers are willing to pay more for sustainable and
natural products. In 2022, the global cosmetics market grew by more than 15% compared
to the previous year [11].
In Portugal, the cosmetics market had a turnover of around 1.488 million euros in
2021 [9]. Motivated by the increased demand for green products, companies have sought
to adapt to this new form of consumption for this new consumer to meet their needs,
adopting more sustainable production, environmental management systems, and green
product incorporation in their portfolios [12,13]. However, more is needed for companies
to be sustainable in terms of production and products. They need to define new sustainable
marketing strategies (green marketing) to have a competitive advantage in the market [14].
These days, this type of strategy is facilitated by the digital medium through various online
channels to promote and build a relationship with consumers, making it possible to increase
their awareness of brands [15,16].
In the cosmetics industry, at the digital level, social networks are the principal forms
of companies’ communication with the green consumer for the dissemination of their
sustainable production methods, their portfolio of green products, and the respective
information about them [16,17]. Therefore, green cosmetics companies that implement
strategies on social networks can influence the purchase intention of the green consumer,
namely through electronic word of mouth (e-WOM), influencer marketing, and brand
content [4,17–21].
To understand consumer behaviour and its connection to the purchase intention of
green cosmetics, it is necessary to understand the antecedents that influence purchase
intention. In the literature, some green product and cosmetics investigations use the
theory of planned behaviour (TPB) to predict purchase intention [4]. In this investigation,
the quantitative methodology supported by the TPB model was used, focusing on the
relationship between purchase intention, attitude, and subjective norms.
The impact of online communication strategies on purchase intention needs to be
studied, and there needs to be more information on this subject, especially on the Por-
tuguese market. Despite environmental problems affecting aspects of human life, only a
few academic fields have studies on green topics [14]. To this end, the arguments used
in this study consider two dimensions of the TPB model, attitude and subjective norms,
and add three independent variables (e-WOM, influencer marketing, and brand content),
seeking to advance a debate that is still little explored in the Portuguese context. Such
inclusions are explained in the next section.
This paper begins with a review of relevant literature on green marketing, online green
marketing strategies and their relationship with purchase intention for green cosmetics,
and the theory of planned behaviour (TPB) and green cosmetics. The methodology used
to examine the relationship between the constructs of the proposed conceptual model is
presented. After that, the article offers a discussion of the findings and implications. Finally,
it indicates some limitations and directions for future research.

2. Theoretical Framework and Hypotheses

This article addresses concepts related to green marketing and its importance in
consumer behaviour at an ecological level. It adopts the theory of planned behaviour (TPB)
to explain green consumer purchasing intentions. A study by [22] points out that the TPB
is suitable for predicting consumer intention in several areas.
The theory of planned behaviour is one of the theories most commonly used in ex-
plaining consumer behaviour, namely in understanding the antecedents that can influence
this behaviour in terms of sustainability. It explains and reveals the motivational influences
on individual behaviour [23,24]. The TPB consists of a socio-cognitive model designed
Sustainability 2023, 15, 14784 3 of 15

to explain the variation in voluntary behaviour which analyses the antecedents that can
influence consumers’ purchase intentions based on human perception of the possible
consequences of the purchase [4,23].
This model is frequently used to investigate the purchase intention of green products,
including the green cosmetics market [4,25]. Thus, purchase intention is at the centre of it
and is considered a motivating factor for carrying out specific purchasing behaviours [26].
Based on the same, the intention to implement a behaviour is influenced by the attitude
towards it, subjective norms, and perceived behavioural control [4,27,28].

2.1. Green Marketing

Consumers are no longer looking for products to satisfy their needs. They are looking
for “green” products whose companies present sustainable and ecological practices. This
new consumer is called an environmentally conscious or green consumer [13]. On the part
of companies, the adequacy of marketing strategies must consider this type of consumer
and the environmental sustainability he seeks, providing a competitive advantage. The
concept of green marketing comes from this strategic adaptation, which consists of de-
veloping marketing practices based on a responsible approach to the environment [12,14]
and includes a wide range of marketing activities focused on a long-term strategy for
environmental factors. It involves using a company’s resources for innovation [29–31].
Since consumers currently use digital media daily, brands must use online strategies
that can influence the purchase intention of the green consumer. The authors of [32]
point out that online marketing strategies that employ e-WOM and influencer marketing
are becoming increasingly popular and sought after. Companies use them to promote
themselves as a brand and their products and services, as consumers trust the opinions
and recommendations of those they follow on social media.
Increasingly in the cosmetics industry, digital marketing through social media is
becoming a crucial channel for brands to share content about themselves, e.g., sustainable
production methods and product portfolio, to maintain green credibility [16,17]. Socially
responsible brand content on social media facilitates socialisation between them and their
consumers so that they bring about a change in consumer behaviour [33,34].
In a Statista study [35], 33 percent of consumers discovered beauty brands online
through recommendations and comments on social media, 22 percent say they trust posts
by expert bloggers, and 22 percent obtain information about new products through celebrity
endorsements on social media. As such, e-WOM, influencer marketing, and brand content
are pertinent strategies because of their effectiveness with consumers. Several authors
refer to e-WOM, influencer marketing, and brand content as influencing purchase inten-
tion [4,17–21].

2.2. Online Green Marketing Strategies and the Purchase Intention of Green Cosmetics
The purchase intention of green cosmetics and products can be influenced by online
green marketing strategies, such as e-WOM, influencer marketing, and brand content.
With the proliferation of the Internet and the online resources available (e.g., e-mail,
instant messaging, blogs, forums, review websites, online communities, and social net-
working websites), consumers are increasingly using this medium to share and search for
information, express their opinions and experiences, as well as to advise other consumers
about brands, products, or services on the market [36]. e-WOM refers to a positive/negative
statement that potential, current, or former customers make about a product or a company
via the Internet [32,37]. The e-WOM concept has been expanded to refer to any comments,
recommendations, or statements (positive, negative, or neutral) about brands, products,
or services made digitally available for discussion or sharing [38]. e-WOM is a powerful
promotional weapon for a company and its products and services [39]. However, e-WOM
only produces advertising or positioning value if consumers pass on the message to others
because it is only by passing on the message that they gain credibility. Consumers rely
more on information other consumers provide through social networks than on informa-
Sustainability 2023, 15, 14784 4 of 15

tion supplied by companies due to corporate greenwashing issues [40]. Several authors
have found that e-WOM significantly affects consumer green purchasing behaviour, as the
experiences and knowledge experienced by other consumers can affect their intention to
purchase green products [17,18,21,37,41,42].
Therefore, the first research hypothesis (H1) is:

Hypothesis 1 (H1). e-WOM positively impacts consumers’ purchase intention of green cosmetics.

Influencer marketing is booming and gaining popularity, and is a crucial resource

for brands to reach their target audience effectively [33,43]. Influencer marketing is a
form of marketing communication that uses a personality based on their knowledge,
popularity, or reputation (influencer) that, based on the trust of the target audience who
know and admire them, seeks to convince them about the qualities of a product/service [29].
Therefore, it is a digital marketing strategy that establishes a partnership between a brand
and digital content producers, influencing the brand’s target audience to obtain customers,
strengthen relationships with current customers, and increase the purchasing intent of
potential customers [44,45]. For [43], influencer marketing allows companies to select and
incentivise influencers to use their followers through their exclusive resources to promote
the company and its offers and thus improve the performance of corporate actions with
the target audience. Brands’ use of influencers creates a feeling of trust and identification
among the public that follows them. So, influencers are a connection between the brands
and a specific target audience to increase brand awareness and sales [44,46,47].
Panopoulos, et.al. [20] suggest that influencers are at the forefront of the dissemination
of themes on sustainability and act as models for promoting lifestyles and, often, as
enablers of social change. Also, the same author adds that influencers are relevant for
green product dissemination in their target audience due to their positive public image,
which allows them to persuade consumers to buy green products. Shravya [48] indicates
that influencer credibility positively impacts consumer purchase intention. Pop, et.al. [4]
states that celebrity and influencer posts should be considered to create awareness and
positive attitudes toward green brands. In their study, Jalali and Khalid [49] concluded that
photographic content by Instagram influencers and green word of mouth (GWOM) affect
followers’ green attitudes and consumption intentions.
Therefore, according to the existing literature, the following research hypothesis
is defined:

Hypothesis 2 (H2). Influencer marketing positively impacts consumers’ purchase intention of

green cosmetics.

Content marketing focuses on creating and distributing valuable content to attract, win,
and engage a profit-generating target audience [50]. It aims at a continuous socialisation
between brands and consumers through engaging and relevant content about the brands,
according to the stage of consumer journey. The content developed seeks to generate trust
and credibility among the target audience and facilitate consumer learning. Content should
be the basis of a digital marketing strategy, as it influences purchase intention, attracts
potential customers, and builds brand authority [33,34,50,51]. So, if consumer journey
content provides environmental knowledge and positive information about the attributes
of green products, the consumer’s intention changes and leads them to purchase green
products [19,23]. Al-Gasawneh and Al-Adamat [42], in its study in Jordan, found that
content marketing positively impacts the intent to purchase green products.
Thus, the following research hypothesis is proposed:

Hypothesis 3 (H3). Brand content positively impacts consumers’ purchase intention of green cosmetics.
Sustainability 2023, 15, 14784 5 of 15

2.3. Theory of Planned Behaviour (TPB) and Green Cosmetics

The TPB model was used in this investigation to explain the intention to purchase
green cosmetics, as it is one of the most used theories to understand consumer behaviour
and is often associated with studies of purchase intention for green products, including
green cosmetics [4,23–25]. Thus, purchase intention is the primary variable explained in
this study, being defined as the individual’s willingness to perform a specific behaviour [26]
and representing the immediate antecedent of purchase behaviour, as determined by the
individual’s speed in completing the typical behaviour [52]. For [53], purchase intention is
a requirement to encourage and lead consumers to buy products and services. Consumers
who are aware and have an environmental attitude use green cosmetics to their own and
the environment’s advantage, with an ecological attitude being one of the antecedents that
influence purchase intention. This attitude and its influence on the intention to purchase
green products, including green cosmetics, has been verified by several authors [2,4,25,54]
and proven to be the most significant determinant of behavioural intentions towards green
products [55]. Thus, the following research hypothesis is presented:

Hypothesis 4 (H4). Attitude positively impacts the purchase intention of Portuguese consumers
for green cosmetics.

Subjective norms concern whether or not the individual performs a behaviour consider-
ing social pressure [26]. About the green cosmetics sector, Liobikienė and Bernatonienė [19]
state that the social context encourages consumers to purchase this type of cosmetics.
Therefore, how reference groups and peers perceive consumer behaviour influences them,
leading to the purchase of these cosmetics according to society’s perception [24,56]. The
last research hypothesis of this study is the following:

Hypothesis 5 (H5). Subjective norms positively impact the purchase intention of Portuguese
consumers for green cosmetics.

3. Materials and Methods

A quantitative methodology was used to test the proposed research hypotheses
(Figure 1). According to [57], this methodology is used to estimate the magnitude or
occurrence of phenomena and test hypotheses.

Figure Conceptualmodel.
1.Conceptual
Figure 1. model.

3.1. Measuring Scales

The questionnaire consisted of closed questions to contain previously defined cate-
gories or response options, including questions in multiple-choice format, checkbox, and
linear scale [57]. All variables were measured from a five-point Likert scale, where 1 corre-
sponded to “completely disagree” and 5 to “completely agree”. The questions covered refer
to each variable of the conceptual model and measurement scales adapted from existing
literature and previously developed and validated by other authors, as shown in Table 1.
Sustainability 2023, 15, 14784 6 of 15

Table 1. Items x variables.

Variable Items Authors

e-WOM1: When I look for information about green cosmetics, I investigate the
opinion of other consumers on social networks;
e-WOM [17,18,21]
e-WOM2: The opinion of other consumers on social networks impacts my
intention to purchase cosmetics green.
IM1: When I need information about green cosmetics, I look for the opinion of
Influencer influencers on social networks;
[4]
Marketing IM2: The opinion of influencers on social networks impacts my intention to
purchase green cosmetics.
BC1: When I need information about green cosmetics, I look for the content of
socially responsible brands on social networks;
BC2: The green cosmetics brands’ content is valuable and informative regarding
the environmental aspect;
Brand Content [19,23]
BC3: The green cosmetics brands’ content explains the benefits of using and
buying them;
BC4: The green cosmetics brands’ content on social networks impacts my
intention to purchase green cosmetics.
A1: My environmental awareness impacts my intention to purchase
green cosmetics;
A2: Positive beliefs regarding the well-being of the environment impact my
intention to purchase green cosmetics;
Attitude [2,19,25]
A3: My feelings regarding environmental well-being impact my intention to
purchase green cosmetics;
A4: My behavior towards the environment influences my attitude towards the
intention to purchase green cosmetics.
SN1: Behavioral expectations from friends, family, other consumers, and
influencers impact my intention to purchase green cosmetics;
Subjective SN2: Social pressure from friends, family, and other consumers influencers impact
[2,19,24,25,54,56,58,59]
Norms my purchase intention for green cosmetics;
SN3: Social approval positively impacts my purchase intention for green cosmetics
to convey a positive impression on my reference groups).
Intention to IP1: I am willing to buy green cosmetics because they are beneficial to my health;
Purchase Green IP2: I am willing to buy green cosmetics because they do not harm [1,60]
Cosmetics the environment.

3.2. Sampling
Considering the scope of the investigation, the reference universe were members of
the Portuguese population aged 18 years or over who have already bought or intend to buy
green cosmetics (151), considering those who are users of social networks because the online
green marketing strategies under study are interconnected with these networks. To allow
for the characterisation of the sample, the questionnaire included some questions about
the participants’ sociodemographic data. It was created with the online functionalities
of Google Forms and was submitted to a pre-test with 10 Portuguese consumers, who
confirmed the clarity of the questions and items; no adjustments were necessary. Data were
collected online between June and August 2022 through social networks and e-mail.

3.3. Statistical Analysis Procedure

To identify the determinants of the purchase intention of green cosmetics and test the
set of hypotheses of the conceptual model, the collected data were submitted to SmartPLS3
v.3.3.9 for structural equations. Two models were evaluated: the measurement model and
the structural model. According to the recommendations of [61], the measurement model
verifies the accurate measurement of concepts by the respective items of each construct.
In contrast, the structural model works on the causal relationships between the variables.
Sustainability 2023, 15, 14784 7 of 15

Then, the measurement model was evaluated using statistical techniques based on variance,
using partial least squares (PLS).
Thus, to evaluate the model, reliability (through factor loadings and composite reliabil-
ity), internal consistency (through Cronbach’s alpha), convergent validity (through average
variance extracted), and discriminant validity of the model, through the Fornell–Larcker cri-
terion (square root of average variance extracted and correlation coefficients) and through
the heterotrait–monotrait ratio of correlations (HTMT index, HTMT correlation values)
were verified. Finally, the structural model (SEM) was evaluated through the PLS-SEM
evaluation, and the hypotheses were tested. Thus, several steps were performed to assess
the model, namely the assessment of multicollinearity (through the variance inflation
factor), determination coefficients (R2 ), predictive relevance (Q2 ), effect size (f 2 ), and the
estimation of the size and significance of the path coefficients. For the hypothesis test, the
significance level was defined (5%), and the Beta value (β), the probability of significance
(p-value), and the t-value, which is a complementary value to the p-value, were calculated.
Thus, these calculations made validating or rejecting the defined hypotheses possible.

4. Results
The analysis of the results began with the characterisation of the sample, followed by
the evaluation of the measurement model, allowing the assessment of the reliability and
validity of the constructs, evaluation of the structural model, and testing of hypotheses.

4.1. Sample Characterisation

A total of 243 individuals agreed to participate in this study, of whom only 151 were
considered for data analysis because they were Portuguese consumers who purchased or
intended to purchase green cosmetics. The minimum sample size was estimated based
on the recommendations of [62], who consider that for a significance level of 5%, and a
power of 80%, there is a need to include five to ten subjects per questionnaire item. As the
questionnaire consists of 17 items, a minimum of 85 to 170 subjects would be needed for
this study. The characteristics of the sample are shown in Table 2.

Table 2. Participants’ characteristics.

Total Sample (N = 151)

Variables Categories Frequency Percent
Gender Female 103 68.2
Male 34 22.5
Others 1 0.7
Prefer not to say 13 8.6
Age Group 18–24 79 52.3
25–40 62 41.1%
41–54 6 4%
55–64 3 2%
65+ 1 0.7%
Education Level Did not complete high school 7 4.7%
Completed high school (12 years) 30 19.9%
Bachelor’s degree 68 45%
Postgraduate diploma 18 11.9%
Master’s degree 23 15.2%
Doctorate 5 3.3%
Occupation Student 42 27.8%
Worker–Student 45 29.8%
Worker 59 39.1%
Unemployed 4 2.6%
Retired 1 0.7%
Sustainability 2023, 15, 14784 8 of 15

4.2. Evaluation of the Measurement Model

The model proposed in this investigation was examined using statistical techniques
based on variance through partial least squares (PLS). According to Chin et al. [63], the
PLS estimation model is the most appropriate when the sample size is under 200 ob-
servations. Thus, to evaluate the same, SmartPLS3 v.3.3.9 software was used to assess
indicator and internal consistency reliability and convergent and discriminant validity of
the measurement model.
The evaluation of reflective measurement models includes reliability evaluation (indi-
cator reliability and internal consistency reliability) and validity evaluation (convergent
validity and discriminant validity) [64]. The same author points out that the first step in
the reflective evaluation of the measurement model is to assess indicator reliability and,
subsequently, internal consistency reliability [64].

4.2.1. Reliability
Indicator Reliability
In this study, all constructs were modelled as reflexive. For [64], indicator reliability
is a measure of whether the variance of each indicator is explained by its construct. The
authors of [65] recommend that factorial loads (outer loadings), which reflect how much
an item contributes to a factor or a variable, should be greater than 0.70 for each item.
However, ref. [66] suggests that a value of 0.50 or 0.60 remains acceptable. As can be seen,
all items have values greater than 0.50 for the constructs at all points in the measurement
model, as shown in Table 3.

Table 3. Indicator reliability results.

Subjective Influencer Content Purchase Intention

Items/Variables Attitude e-WOM
Norms Marketing Marketing of Green Cosmetics
AT1 0.860
AT2 0.915
AT3 0.694
AT4 0.850
SN1 0.934
SN2 0.802
SN3 0.790
e-WOM1 0.732
e-WOM2 0.859
IM1 0.917
IM2 0.963
CM1 0.784
CM2 0.803
CM3 0.852
CM4 0.816
IC1 0.817
IC2 0.775
Note: AT = attitude; SN = subjective norms; e-WOM = electronic word of mouth; IM = influencer marketing;
CM = content marketing; IC = purchase intention.

Internal Consistency Reliability

Internal consistency reliability refers to whether the indicators measuring the same
construct are interconnected [64]. This study used two internal consistency reliability
measures—Cronbach’s alpha (α) and composite reliability (CC).
Cronbach’s alpha measures the internal consistency of the study scales’ items [67].
Cronbach’s alpha value must be greater than 0.70 [63], and composite reliability must be
more significant than 0.70 to be considered adequate [68]. Thus, measurement reliability
Sustainability 2023, 15, 14784 9 of 15

implies consistency and accuracy, suggesting that the scales are sufficiently consistent and
free of measurement errors to be useful [67]. All values are more significant than 0.70,
which supports the reliability of the variables (Table 4).

Table 4. Internal consistency reliability results.

Latent Variables Cronbach’s Alpha (α) Composite Reliability (CC)

Attitude 0.898 0.9
Subjective Norms 0.882 0.881
e-WOM 0.772 0.777
Influence Marketing 0.938 0.938
Brand Content 0.887 0.887
Purchase Intention of Green Cosmetics 0.775 0.776
Note: all values > 0.70.

4.2.2. Validity
Convergent Validity
The third step is to evaluate the measurement model. Convergent validity refers to the
construct converging to explain the variance of its indicators. The measure used to evaluate
the convergent validity of a construct is the average variance extracted (AVE) for all the
indicators of each construct [64].
To establish convergent validity, the average variance extracted (AVE) must be greater
than 0.50 [65,68,69]. All average variance values extracted from the latent variables are
greater than 0.50, demonstrating adequate convergent validity.

Discriminant Validity
It is the last stage in the evaluation of the measurement model. Discriminant valid-
ity makes it possible to measure whether a construct is empirically distinct from other
constructs [64].
The Fornell–Larcker criterion and the heterotrait–monotrait ratio (HTMT) of correla-
tions were used to assess discriminant validity. According to the Fornell–Larcker criterion,
to establish discriminant validity, the square root of the average variance extracted (AVE)
of each latent variable must be greater than any other latent construct [68], that is, greater
than any correlation value with other variables.
It is possible to conclude that all variables demonstrated adequate discriminant validity
because the diagonal values, the values of the square root of the AVE, are greater than their
corresponding correlation coefficients with other variables, showing good discriminant
validity (Table 5).

Table 5. Assessment of discriminant validity by the Fornell–Larcker criterion.

Latent Variables 1 2 3 4 5 6 7 8
1. Attitude 0.834
2. Brand Content 0.591 0.814
3. e-WOM 0.514 0.649 0.798
4. Influence Marketing 0.202 0.286 0.293 0.221 0.209 0.94
5. Purchase Intention of Green Cosmetics 0.559 0.621 0.624 0.592 0.667 0.144 0.796
6. Subjective Norms 0.187 0.195 0.194 0.199 0.204 0.446 0.252 0.844
Note: The bold diagonal values represent AVE’s square root.

The heterotrait–monotrait ratio of correlations (HTMT) is a new alternative approach

to assess discriminant validity based on the comparison between heterotrait–heteromethod
correlations and monotrait–heteromethod correlations which was used in this study and
states that the HTMT index should be less than 0.90 [70]. These values are below 0.9,
meaning discriminant validity has been established.
Sustainability 2023, 15, 14784 10 of 15

4.3. Evaluation of the Structural Model and Hypothesis Testing

The PLS-SEM evaluation of the structural model involves assessing the model’s ability
to predict the variance in the dependent variables [71]. Thus, after establishing reliability
and validity, the structural model was evaluated based on the multicollinearity evalua-
tion, the f2 effect size and path coefficient estimation and significance, the coefficient of
determination (R2 ), and the predictive relevance (Q2 ) [64,66].
The procedure of consistent resampling of bootstrapping PLS, where 5000 subsamples
were used, and the default settings (i.e., parallel processing, without sign changes) aimed
at evaluating the path coefficients and their significance levels.

4.3.1. Multicollinearity Evaluation

This study verified multicollinearity using variance inflation factor (VIF). A model
is considered free of bias when its VIF value is less than 5.0 [65], and all exogenous
constructs had VIF values less than this value. Thus, multicollinearity in the structural
model was satisfactory.

4.3.2. f2 and Path Coefficients

For calculating the effect size (f2 ) of each path of a model, it is suggested that it be
calculated using Cohen’s f2 [72]. Thus, as a general rule, it is established that values greater
than 0.02, 0.15, and 0.35 represent small, medium, and large effect sizes, respectively [73].
These results will be discussed in the hypothesis test.

4.3.3. Coefficients of Determination (R2 ) and Predictive Relevance (Q2 )

The coefficients of determination (R2 ) and predictive relevance (Q2 ) are used to de-
termine the predictive relevance of a model. R2 refers to the level of variation by which
the exogenous constructs explain the endogenous constructs, and values of 0.02, 0.13, and
0.26 indicate a weak, moderate, and substantial level [73]. Thus, R2 values for attitude
(R2 = 0.637) and the intention to purchase green cosmetics (R2 = 0.529) are significant,
representing the % of the variable explained by the items that constitute it. Q2 values
greater than zero for an explicit reflexive endogenous latent variable indicate the predictive
relevance of the pathway model for a specific dependent variable [66,74]. In this study, Q2
values are greater than zero.

4.3.4. Hypothesis Testing

In this study, hypothesis testing was used. It consists of a method of verifying the
veracity of a statement related to a maximum risk of error, with the significance level being
the probability of making an error, which can be 5%, 1%, or 10% [75]. Thus, the p-value
(probability of significance) must be less than the error defined for this study, 5%, so the
hypothesis is not rejected [75]. The t-value quantifies the difference between population
means; the p-value is the probability of obtaining a t-value at least as large as that observed
in the data sample if the hypothesis is true [76]. In this way, the t-value is an intermediary to
calculate the p-value, the two being complementary and supporting each other in validating
or rejecting the hypothesis [76].
The results of this study (Table 5) show that H1 is confirmed. e-WOM affects the
purchase intention of green cosmetics (H1: β = 0.344; t = 2.506; p < 0.05). However,
this effect is small (f2 = 0.135). Additionally, it is possible to verify that the predicted
positive impact of influencer marketing on the purchase intention of green cosmetics (H2:
β = (−0.151); t = 1.577; p > 0.05) is negative and insignificant, and H2 is not supported.
In hypothesis H3, the positive effect of brand content on the purchase intention of green
cosmetics is confirmed (H3: β = 0.283; t = 2.113; p < 0.05). However, the results show a
negligible effect (f2 = 0.083). Still, H4 is supported since the link between attitude and
intention to purchase green cosmetics is positive and significant (H4: β = 0.216; t = 2.002;
p < 0.05). In addition, it is verified that attitude has a negligible effect on the intention to
purchase green cosmetics (f2 = 0.061). Finally, H5 is rejected because, according to Table 6,
Sustainability 2023, 15, 14784 11 of 15

the results reflect a statistically insignificant effect of subjective norms on the purchase
intention of green cosmetics (H5: β = 0.158; t = 1.504; p > 0.05).

Table 6. Results of the evaluation of the structural model and hypothesis test.

Path Beta (β) T P VIF f2 R2 Q2

e-WOM → Purchase Intention of Green Cosmetics 0.344 2.506 0.012 1.845 0.135 0.52 0.284
Influence Marketing → Purchase Intention of Green Cosmetics −0.151 1.577 0.115 1.336 0.036
Brand Content → Purchase Intention of Green Cosmetics 0.283 2.113 0.035 2.074 0.083
Attitude → Purchase Intention of Green Cosmetics 0.216 2.002 0.045 1.621 0.061
Subjective Norms → Purchase Intention of Green Cosmetics 0.158 1.504 0.133 1.264 0.042

5. Discussion and Conclusions

This section will look at the veracity of the research hypotheses, as well as provide
an answer to the proposed objective. The main limitations of this research will also be
mentioned, which will also be suggestions for future research, and, finally, contributions to
the management of this research will be addressed.
Based on the theory of planned behaviour, this study aimed to understand the impact
of online communication strategies on consumers’ purchase intention of green cosmet-
ics. According to the research findings, it was possible to verify that only two online
green marketing strategies positively impact the purchase intention of the Portuguese
consumer of green cosmetics, namely e-WOM and brand content. e-WOM influences
the purchase intention of green cosmetics. These results align with some authors’ claims
that e-WOM influences the consumer’s green purchasing behaviour [17,18,21,40,77]. Fur-
thermore, refs. [40,77] confirm that consumers tend to trust the information provided by
others. Regarding the positive effect of brand content on Portuguese consumers’ intention
to purchase green cosmetics, the results are confirmed by authors who demonstrate that it
encourages and causes a change in consumers’ purchasing behaviour [33,34,50,51], namely
in their purchase intention through the information made available to increase environ-
mental knowledge [19,23]. Much of the existing literature states that influencer marketing
affects the purchase intention of ecological cosmetics [4] and that, by using influencer
marketing, socially responsible brands strengthen their relationship with customers and
influence their decisions [44,45]; it should be noted that, although knowledge and influence
are fundamental for an individual to be considered an opinion leader, they work separately,
since someone with very high knowledge may not be an influencer and someone with high
influence may not have high knowledge and may even pass on misinformation on a given
topic [78]. It is therefore important to understand which digital influencers specialise in
the area in which the brand operates [79]. We conclude from this study that influencer
marketing has no impact on Portuguese consumers’ intention to buy green cosmetics.
Regarding the intention to purchase green cosmetics by Portuguese consumers, it is
positively impacted by attitude. However, its effect on the intention to purchase green
cosmetics is small. These results are corroborated by some authors who claim that attitude
is a determinant of green consumption [2,29], namely that it influences the purchase
intention of green cosmetics [2,13,25]. However, it is essential to highlight that consumers’
positive attitudes toward ecological issues do not always translate into actual purchasing
behaviour [80]. It is also possible to conclude that subjective norms do not impact the
purchase intention of green cosmetics by Portuguese consumers, contrary to what is
stated by some authors who claim that they influence the purchase intention of these
cosmetics [13,24,31]. It is also possible to conclude that subjective norms do not impact
the purchase intention of green cosmetics by Portuguese consumers, contrary to what
is stated by some authors who claim that they influence the purchase intention of these
cosmetics [19,24,56,81].
Considering the findings of the research, it is essential to mention that even if the
adoption of the theory of planned behaviour is adequate to explain the perspectives on
Sustainability 2023, 15, 14784 12 of 15

consumer purchase intention of green cosmetics, the variables included in this study did
not demonstrate a significantly high importance. It is concluded that it is relevant to
enhance the basic model with the addition of independent variables to understand the
purchase intention of green cosmetics better.
Another important consideration that requires more attention from researchers is that
subjective norms were not considered significant in determining consumer purchase inten-
tion. Thus, the low relevance of subjective norms should be explored in further research.
Ajzen’s theory of planned behaviour also includes perceived behavioural control
and beliefs (behavioural, normative, and control). In this study, these variables were not
considered, so it is suggested that future research address online marketing strategies (e-
WOM, influencer marketing, and brand content) and their impact on perceived behavioural
control and beliefs.
This study had some limitations which should be considered. Firstly, since the sample
was small and non-probabilistic, the results obtained do not allow statistical generalisations
of the population to be made, thus affecting the representativeness of the study. Another
limitation is that this study is purely quantitative, using a questionnaire survey, which
could lead to participants not being precise in their answers.
However, scientific studies still need to be conducted due to the increasingly implicit
environmental problems and the cosmetics area being subject to demands regarding the
manufacturing process of its products and environmental issues. Since this is such an
important topic today but so little explored, with the literature scarce and inconclusive,
it is essential to study the impact of other antecedents and other online green marketing
strategies on the intention to purchase green cosmetics to broaden the range of information
on the topic. In addition, studies by category of cosmetics are also essential. For future
investigations, it is also suggested that this study be applied to other countries and that
it uses, as a complement to the quantitative approach, a qualitative approach so that it is
possible to compare results.
For the academic community, this research can be a starting point for future studies
on the impact of digital marketing on consumer behaviour about green cosmetics, namely
on purchase intention. Since no other studies on the behaviour of the Portuguese consumer
regarding the purchase of green cosmetics were identified in the literature, this research
will contribute quantitatively to an increase in academic knowledge about the purchase
intention of these cosmetics and the influence of green strategies online marketing, namely
e-WOM and branded content, on it.
Regarding the relevance for management, this study will provide relevant information
for marketing professionals who work with socially responsible cosmetic brands, providing
an informative means for them to better implement online communication strategies,
helping them in decision-making at an operational level, and providing them with a better
perception of the factors that motivate the intention to purchase these cosmetics. Thus,
these professionals will be able to broaden the motivations of consumers of green cosmetics
and predict purchasing behaviour based on ecological attitudes and behaviour.
In short, this study will be relevant in professional and academic terms as it highlights
e-WOM and brand content as online green marketing strategies that impact the purchase
intention of Portuguese consumers of green cosmetics. In addition, it reveals the attitude of
these consumers as an essential antecedent in the purchase intention of these cosmetics.

Author Contributions: Conceptualization, S.T. (Sara Teixeira 1) and S.T. (Sara Teixeira 2); Methodol-
ogy, S.T. (Sara Teixeira 2) and Z.O.; Validation, S.T. (Sandrina Teixeira); Formal analysis, S.T. (Sara
Teixeira 1) and S.T. (Sara Teixeira 2); Investigation, S.T. (Sara Teixeira 1) and Z.O.; Writing—original
draft, S.T. (Sara Teixeira 1); Writing—review & editing, Z.O.; Supervision, S.T. (Sandrina Teixeira). All
authors have read and agreed to the published version of the manuscript.
Funding: This work is financed by portuguese national funds through FCT—Fundação para a Ciência
e Tecnologia, under the project UIDB/05422/2020.
Institutional Review Board Statement: Not applicable.
Sustainability 2023, 15, 14784 13 of 15

Informed Consent Statement: Not applicable.

Data Availability Statement: Not applicable.
Conflicts of Interest: The authors declare no conflict of interest.

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