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

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  • Chih-Yuan Chou

    (National Chengchi University)

  • Wen-Jing Chen

    (National Chengchi University)

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

Suggested Citation

  • Chih-Yuan Chou & Wen-Jing Chen, 2025. "Exploring the messenger effect on consumer emotions and attitudes: Promoting socially responsible practices in the cosmetics sector," Electronic Markets, Springer;IIM University of St. Gallen, vol. 35(1), pages 1-12, December.
    • Handle: RePEc:spr:elmark:v:35:y:2025:i:1:d:10.1007_s12525-025-00811-w
    DOI: 10.1007/s12525-025-00811-w
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    JEL classification:

    • M15 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - IT Management

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