Exploring the messenger effect on consumer emotions and attitudes: Promoting socially responsible practices in the cosmetics sector

Chih-Yuan Chou () and Wen-Jing Chen ()
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Chih-Yuan Chou: National Chengchi University
Wen-Jing Chen: National Chengchi University

Electronic Markets, 2025, vol. 35, issue 1, No 61, 12 pages

Abstract: Abstract In online shopping, businesses increasingly deploy monetary incentives and messenger effects to guide consumer choices, yet little is known about the emotional and attitudinal mechanisms underlying these influences, especially in the sustainable cosmetics sector. Grounded in social contagion theory, this study employs a multimethod design—PLS-SEM on a survey of 350 Taiwanese cosmetics consumers and eight in-depth interviews—to investigate how messenger effect shapes positive emotions (β = 0.179, p

Keywords: Messenger effect; Credibility; Socially responsible consumption behaviour; Emotions and attitudes; Sustainability; Cosmetics (search for similar items in EconPapers)
JEL-codes: M15 (search for similar items in EconPapers)
Date: 2025
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DOI: 10.1007/s12525-025-00811-w

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