Sức khỏe, môi trường, tình yêu thương hiệu và quyết định mua sắm: Vai trò của đánh giá trực tuyến
DOI:
https://doi.org/10.24311/jabes/2023.34.9.7Keywords:
Health consciousness, Environmental concern, Brand love, Online reviews, Purchase decisions, Green marketingAbstract
The increasing demand for organic personal care products (SPCSHC) is challenging businesses to recognize and respond to changing consumer perceptions, such as health and environmental concerns. This study explores how health consciousness and environmental concerns affect brand love in enhancing purchase decisions in the online reviews context. Using a green marketing theory and a sample of 303 consumers, the research findings show that health consciousness and environmental concerns have a positive impact on brand love. The results also confirm the positive moderating role of online reviews in fostering the relationship between brand love and purchase decisions. As a result, the authors provide relevant implications for managers and academicians in the SPCSHC domain.
References
Alalwan, A. A. (2020). Mobile food ordering apps: An empirical study of the factors affecting customer e-satisfaction and continued intention to reuse. International Journal of Information Management, 50, 28–44.
Ali, I., & Kannan, D. (2022). Mapping research on healthcare operations and supply chain management: A topic modelling-based literature review. Annals of Operations Research, 315(1), 29–55.
Cao, H. (2020). Online review manipulation by asymmetrical firms: Is a firm’s manipulation of online reviews always detrimental to its competitor?. Information & Management, 57(6), 103244.
Chen, M.-F. (2011). The joint moderating effect of health consciousness and healthy lifestyle on consumers’ willingness to use functional foods in Taiwan. Appetite, 57(1), 253–262.
Cooper, D., & Schindler, P. (2013). Business Research Methods (12nd ed). McGraw-Hill Irwin.
Faul, F., Erdfelder, E., Lang, A.-G., & Buchner, A. (2007). G*Power 3: A flexible statistical power analysis program for the social, behavioral, and biomedical sciences. Behavior Research Methods, 39(2), 175–191.
Ghazali, E., Soon, P. C., Mutum, D. S., & Nguyen, B. (2017). Health and cosmetics: Investigating consumers’ values for buying organic personal care products. Journal of Retailing and Consumer Services, 39, 154–163.
Ghvanidze, S., Velikova, N., Dodd, T. H., & Oldewage-Theron, W. (2019). Are sustainable consumers health conscious? A segmentation study of wine consumers. Journal of Food Products Marketing, 25(6), 690–711.
Gumparthi, V. P., & Patra, S. (2020). The phenomenon of brand love: A systematic literature review. Journal of Relationship Marketing, 19(2), 93–132.
Hair, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021). Partial Least Squares Structural Equation Modeling (PLS-SEM) Using R: A workbook. Springer Nature.
Hameed, I., Hyder, Z., Imran, M., & Shafiq, K. (2021). Greenwash and green purchase behavior: An environmentally sustainable perspective. Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, 23(9), 13113–13134.
Heo, J., & Muralidharan, S. (2019). What triggers young Millennials to purchase eco-friendly products?: The interrelationships among knowledge, perceived consumer effectiveness, and environmental concern. Journal of Marketing Communications, 25(4), 421–437.
Iqbal, J., Yu, D., Zubair, M., Rasheed, M. I., Khizar, H. M. U., & Imran, M. (2021). Health consciousness, food safety concern, and consumer purchase intentions toward organic food: The role of consumer involvement and ecological motives. Sage Open, 11(2), 21582440211015727.
Kahraman, A., & Kazançoğlu, İ. (2019). Understanding consumers' purchase intentions toward natural‐claimed products: A qualitative research in personal care products. Business Strategy and the Environment, 28(6), 1218–1233.
Kumar, P., & Ghodeswar, B. M. (2015). Factors affecting consumers’ green product purchase decisions. Marketing Intelligence & Planning, 33(3), 330–347.
Laheri, V. K., Dangi, H., & Vohra, A. (2014). Green marketing: Development of construct and its evolution. Asia-Pacific Journal of Management Research and Innovation, 10(2), 147–155.
MacKenzie, S. B., Podsakoff, P. M., & Podsakoff, N. P. (2011). Construct measurement and validation procedures in MIS and behavioral research: Integrating new and existing techniques. MIS Quarterly, 35(2), 293–334.
Menon, A., & Menon, A. (1997). Enviropreneurial marketing strategy: The emergence of corporate environmentalism as market strategy. Journal of Marketing, 61(1), 51–67.
Nagaraj, S. (2021). Role of consumer health consciousness, food safety & attitude on organic food purchase in emerging market: A serial mediation model. Journal of Retailing and Consumer Services, 59, 102423.
Nowak, K., Jabłońska, E., & Ratajczak-Wrona, W. (2021). Controversy around parabens: Alternative strategies for preservative use in cosmetics and personal care products. Environmental Research, 198, 110488.
Ofori, D. (2021). Opportunities and challenges of green marketing. In C. Mukonza, R. E. Hinson, O. Adeola, I. Adisa, E. Mogaji, & A. C. Kirgiz (Eds.), Green Marketing in Emerging Markets: Strategic and Operational Perspectives (pp. 251–276). Cham: Springer International Publishing.
Palusuk, N., Koles, B., & Hasan, R. (2019). ‘All you need is brand love’: A critical review and comprehensive conceptual framework for brand love. Journal of Marketing Management,
35(1–2), 97–129.
Peattie, K. (1995). Environmental Marketing Management: Meeting the Green Challenge. Financial Times Management.
Prasad, S., Garg, A., & Prasad, S. (2019). Purchase decision of generation Y in an online environment. Marketing Intelligence & Planning, 37(4), 372–385.
Septianto, F., Kemper, J. A., & Choi, J. J. (2020). The power of beauty? The interactive effects of awe and online reviews on purchase intentions. Journal of Retailing and Consumer Services, 54, 102066.
Singh, A., & Verma, P. (2017). Factors influencing Indian consumers' actual buying behaviour towards organic food products. Journal of Cleaner Production, 167, 473–483.
Song, W., Li, W., & Geng, S. (2020). Effect of online product reviews on third parties’ selling on retail platforms. Electronic Commerce Research and Applications, 39, 100900.
Spivack, S. (2019). Shopper Survey Report: the Impact of Reviews. Retrieved from https://bizrateinsights.com/resources/shopper-survey-report-the-impact-reviews-have-on-consumers-purchase-decisions
Sreen, N., Dhir, A., Talwar, S., Tan, T. M., & Alharbi, F. (2021). Behavioral reasoning perspectives to brand love toward natural products: Moderating role of environmental concern and household size. Journal of Retailing and Consumer Services, 61, 102549.
Statista. (2022). Beauty and Personal Care-Vietnam. Báo cáo thống kê thị trường. Retrieved from https://www.statista.com/outlook/cmo/beauty-personal-care/vietnam
Szabo, S., & Webster, J. (2021). Perceived greenwashing: The effects of green marketing on environmental and product perceptions. Journal of Business Ethics, 171(4), 719–739.
Taherdangkoo, M., Mona, B., & Ghasemi, K. (2019). The role of industries’ environmental reputation and competitive intensity on sustainability marketing strategy: Customers’ environmental concern approach. Spanish Journal of Marketing-ESIC, 23(1), 3–24.
Tan, B. C., Lau, T. C., Sarwar, A., & Khan, N. (2022). The effects of consumer consciousness, food safety concern and healthy lifestyle on attitudes toward eating “green”. British Food Journal, 124(4), 1187–1203.
Tandon, A., Dhir, A., Kaur, P., Kushwah, S., & Salo, J. (2020). Why do people buy organic food? The moderating role of environmental concerns and trust. Journal of Retailing and Consumer Services, 57, 102247.
Vinzi, V. E., Chin, W. W., Henseler, J., & Wang, H. (2010). Handbook of Partial Least Squares. Springer.
Walker, O. C., & John, M. (2013). Marketing Strategy: A Decision-Focused Approach (8th ed.). McGraw-Hill.
Wu, H.-C., & Chang, Y.-Y. (2019). What drives brand supportive intentions?. Marketing Intelligence & Planning, 37(5), 497–512.
Xu, X. (2020). How do consumers in the sharing economy value sharing? Evidence from online reviews. Decision Support Systems, 128, 113162.
Zafar, A. U., Shen, J., Shahzad, M., & Islam, T. (2021). Relation of impulsive urges and sustainable purchase decisions in the personalized environment of social media. Sustainable Production and Consumption, 25, 591–603.
Zollo, L., Carranza, R., Faraoni, M., Díaz, E., & Martín-Consuegra, D. (2021). What influences consumers’ intention to purchase organic personal care products? The role of social reassurance. Journal of Retailing and Consumer Services, 60, 102432.
Downloads
Published
Issue
Section
License
Copyright (c) 2026 JOURNAL OF ASIAN BUSINESS AND ECONOMIC STUDIES
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
