Content Marketing and Gen Z’s Purchase Intention for Vegan Cosmetics: Exploring the Moderating Effect of e-WOM in Sustainable Consumption

Abstract

This study investigates the influence of four core components of content marketing—informational value, credibility, entertainment, and interactivity—on Generation Z (Gen Z)’s purchase intention toward vegan cosmetics. It also explores the moderating role of electronic word-of-mouth (e-WOM) within the broader context of digital transformation and sustainable consumption. Vegan cosmetics are an emerging aspect of the circular beauty economy and green consumer behaviour as they promote cruelty-free and environmentally responsible goods. A mixed-method approach was used, utilizing data from an online survey of 563 Gen Z respondents in Ho Chi Minh City, Vietnam, to combine qualitative inquiry and quantitative analysis. SMART PLS 4.0 was used to analyze the data using the PLS-SEM method. The results suggest that all four aspects of content marketing have a favourable impact on purchase intention, with entertainment and credibility having the strongest effect, followed by informational value and interactivity. Moreover, e-WOM significantly moderates the relationships between informational value, credibility, and entertainment with purchase intention, but not between interactivity and purchase intention. These findings demonstrate the critical role e-WOM plays in enhancing the efficacy of content marketing and offer managerial and theoretical guidance to vegan cosmetic companies on creating believable, interesting, and environmentally responsible content strategies that encourage Gen Z consumers to consume sustainably.