| dc.description.abstract | Green consumerism has become a worldwide trend in the twenty-first century, requiring
cosmetic firms to be more environmentally conscious and to have a broader green product
range to meet the requirements of these new customers. Social media had a role in this
movement, influencing customers' attitudes and behaviors toward more environmentally
aware activity. The current research used the Theory of Planned Behavior (TPB) and the
Theory of Parasocial Interaction (PSI) to explain how Influencers Marketing affects
customers' buying intention and motivation (altruism and egoism). An online surveywas
built based on empirical research to assess the suggested conceptual model. It is concluded
that influencers' affinity for environmentally conscious products, as well as their affinity for
green-oriented products, are important in shaping consumers' attitudes toward the
environment and health, as well as having a direct impact on whether orgreen skin care
products are purchased. Theoretically, these findings are believed to have outstanding value.
The researchers noticed that external variables such as beauty bloggers had a significant
influence in helping customers understand their motives and objectives with regard to green
skincare products. The results are significant for marketers in beauty industry because they
may help them develop more effective communication methods around influencer
marketing in order to enhance customers' motivations and buy intentions for green skincare
products. | en_US |
