Mediating role of attitude in halal cosmetics purchase intention: an ELM perspective

Purpose The purpose of this study is to examine the role of attitude as a mediator in exploring the Halal cosmetics purchase intention of Indian Muslim women. Various drivers of electronic word of mouth (eWOM) (quality, quantity, consistency and quantity) have been tested as antecedents of purchase intention through the lenses of the elaboration likelihood model (ELM). Design/methodology/approach The positivist paradigm approach has been used to...