Celebrity Endorsement, Brand Equity, and Green Cosmetics Purchase Intention Among Chinese Youth

Abstract

The study examined the effect of celebrity attractiveness, celebrity trustworthiness, and celebrity cause fit on the attitude toward green cosmetics. This was followed by the effect of brand awareness, brand associations, brand loyalty, perceived quality, brand credibility on brand equity, including the impact of attitude toward green cosmetics and brand equity on the willingness to purchase green cosmetics among of young Chinese consumers. This study adopted a cross-sectional design and collected quantitative data from 301 respondents using a structured questionnaire, which was distributed online using various social media platforms. It was found that celebrity attractiveness, celebrity trustworthiness, and celebrity cause-fit had a significant impact on the attitudes toward green cosmetic, while brand loyalty, perceived quality, and brand credibility substantially affected brand equity. Moreover, the attitudes toward green cosmetics and brand equity had a strong impact on the willingness to purchase green cosmetics. To increase the sales for green cosmetics, the advertisements for it should have appeal, trustworthiness, and cause-fit celebrities to improve consumers’ attitudes and willingness to purchase green cosmetics. Finding of this study provide a guideline for green cosmetic manufacturers, to direct their resources to enhance brand loyalty, credibility, and perceived quality of the product they produce by highlighting the difference between conventional and green cosmetics.

An empirical investigation of the impact of influencer live-streaming ads in e-commerce platforms on consumers’ buying impulse

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Determining the Role of Influencers’ Marketing Initiatives on Fast Fashion Industry Sustainability: The Mediating Role of Purchase Intention

“…Therefore, the marketer should adopt innovative marketing strategies to enhance consumer behavior. Given the explanation, the study states that organizations' investing in endorsers' qualities (i.e., honesty, trustworthiness) enhances the consumers' perception, thus increasing the individual willingness to buy the product (Lili et al, 2022). Hence, based on the previous data, we have developed the following hypotheses: H1: Celebrity trustworthiness has a positive and significant impact on impulse buying tendency.…”

Non‐sustainable buying behavior: How the fear of missing out drives purchase intentions in the fast fashion industry

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