Skip to main page content
U.S. flag

An official website of the United States government

Dot gov

The .gov means it’s official.
Federal government websites often end in .gov or .mil. Before sharing sensitive information, make sure you’re on a federal government site.

Https

The site is secure.
The https:// ensures that you are connecting to the official website and that any information you provide is encrypted and transmitted securely.

Access keys NCBI Homepage MyNCBI Homepage Main Content Main Navigation
. 2022 Mar 7:13:860177.
doi: 10.3389/fpsyg.2022.860177. eCollection 2022.

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

Zhai Lili  1 , Abdullah Al Mamun  2 , Naeem Hayat  3 , Anas A Salamah  4 , Qing Yang  1 , Mohd Helmi Ali  2
Affiliations

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

Zhai Lili et al. Front Psychol. .

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.

Keywords: Chinese youth; attitude; brand equity; celebrity endorsement; green cosmetics; purchase intention.

PubMed Disclaimer

Conflict of interest statement

The authors declare that the research was conducted in the absence of any commercial or financial relationships that could be construed as a potential conflict of interest.

Figures

FIGURE 1
FIGURE 1
Research framework.
See this image and copyright information in PMC

References

    1. Akturan U. (2018). How does greenwashing affect green branding equity and purchase intention? An empirical research. Market. Intell. Plann. 36 809–824.
    1. Al-Mamun A., Nawi N. C., Hayat N., Zaniol N. R. B. (2020). Predicting the purchase intention and behaviour towards green skincare products among Malaysian consumers. Sustainability 12:10663. 10.3390/su122410663 - DOI
    1. Andonova Y., Miller E. G., Diamond W. D. (2014). “The relationships among self-brand congruence, brand attachment, customer engagement, and brand loyalty,” in Ideas in Marketing: Finding the New and Polishing the Old, ed. Kubacki K. (Berlin: Springer; ), 816. 10.1007/978-3-319-10951-0_295 - DOI
    1. Arora N., Prashar S., Parsad C., Tata S. V. (2019). Influence of celebrity factors, consumer attitude, and involvement on shoppers’ purchase intention using hierarchical regression. Decision 46 179–195. 10.1007/s40622-019-00208-7 - DOI
    1. Baek T. H., Kim J., Yu J. H. (2010). The differential roles of brand credibility and brand prestige in consumer brand choice. Psychol. Market. 27 662–678.

LinkOut - more resources