Purpose: Internet emergence has evolved the business of tourism companies, and every tourism company is available online and provides abundant choices, which causes consumers' confusion. The current study aims to investigate the interaction effect of demographic variables on confusion, decision postponement as a negative consequence of confusion and self-efficacy as a moderator in light of the stimulus organism response (SOR) model. Also, an attempt has been made to integrate the smart technology-based solution to deal with consumers' confusion.Design/methodology/approach: Three-way ANOVA, Andrew Hayes process, structural equation modelling and random forest algorithm were used to assess the 507 self-filled questionnaire responses for examining consumers' confusion.Findings: The results reveal that confusion decreases with increased education levels for each gender and age group. Also, for every gender and education level, consumer confusion increases and then decreases. Further, it was observed that self-efficacy effectively moderates the influence of different confusions on decision postponement. An artificial intelligence-enabled predictive model with an accuracy of 71.49% was established, which forecasts the possibility of consumers' decision postponement.Practical implications: This study offers the comprehension of how the travel site administrators and stakeholders have used artificial intelligence-enabled solution for consumers' confusion and to reduce decision postponement.Originality/value: To the best of the authors' awareness, this is one of the first studies to unveil the interaction effect of demographic factors on confusion, assess the role of self-efficacy as a moderator and provide artificial intelligence-enabled solutions for consumers' confusion.

In recent years, emerging retail markets in cosmetics have transformed into green markets, as consumers demand more eco-friendly products. However, in scholarly literature, limited studies are available where researchers discuss green consumers' purchase intentions towards eco-friendly products and their relationship with zero-waste buying behaviour. This study is conducted to address the existing gap in current literature. An empirical investigation is carried out, focusing on individuals who use cosmetic products and are active followers of zero-waste beauty influencers on social media. Responses are gathered for data analysis with the help of partial least squares structural equation modelling (PLS-SEM). The results indicate that eco-friendly packaging, pro-environmental belief, and para-social interaction positively impact the altruistic motivation and purchase intention of consumers. Ultimately, these factors collectively contribute to the purchase of zero-waste cosmetic products. The findings of this study can provide valuable insights for policymakers and brand managers in the field of herbal cosmetic formulations. These insights can help in understanding the fundamental reasons that drive consumers to buy zero-waste cosmetic items, potentially leading to a decrease in ecological impact. Additionally, the study contributes to the theory of planned behaviour (TPB) by investigating consumers’ purchase intention towards eco-friendly products and their zero-waste buying behaviour.