Pathway to Sustainability: An Integrated Model of Fostering Green Purchase Intention through Celebrity Endorsement
DOI:
https://doi.org/10.59075/9jmpqc47Keywords:
Celebrity endorsement, brand authenticity, green product knowledge, environmental consciousnessAbstract
In a world where environmental sustainability ceased to be a fad and became a priority, the cosmetics industry stood in front of its challenge: persuading consumers to make the switch to green. Though environmental concerns have become widely known and popular trends continue to gain momentum for eco-friendly alternatives, consumers remain skeptical when buying green beauty products. This may be due to primarily two reasons: perceived brand inauthenticity and a lack of knowledge with regard to green products. The identification of such knowledge gaps will be vital in determining sustainable consumption patterns within the industry. This research explores complex interrelations between brand authenticity, celebrity endorsement, green product knowledge, environmental consciousness, and green purchase intention in Pakistan's beauty and cosmetics industry. It gives the results that celebrity endorsement influences both brand authenticity and knowledge about green product, which finally drive the green purchase intention. On one side, environmentally conscious consumers motivate or restrain themselves from taking a certain decision to buy greener products. While it can enhance the positive effect of brand authenticity on green purchase intentions, on the other hand, it leads consumers to critically assess green product claims and, therefore, moderates the impact of the product knowledge variable. These findings have useful implications for marketers and practitioners in the beauty and cosmetics industry.
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