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.
Highlights
This paper mainly focuses on research on the purchase of green cosmetics among Chinese women
According to the data results, most young Chinese consumers spend less than 500 yuan (RMB) per month on green cosmetics
According to the research results, celebrity attractiveness, celebrity trustworthiness, and celebrity cause fit had significant positive effects on consumers’ attitudes toward green cosmetics in the dimension of celebrity endorsement, which was in line with the research results expressed by Thamaraiselvan et al (2017)
Summary
Significant changes in people’s lives have taken place with the progress of social science and technology. Despite the convenience and comfort of the social changes from science and technology, severe environmental problems could occur (Nam et al, 2017). The deterioration of the environment is gradually threatening the ecological balance of nature. Environmental protection has become the world trend, while green consumption advocates production and consumption activities based on the coordinated development of nature (Akturan, 2018). Studies demonstrated that most consumers were willing to pay higher prices for green products and were more inclined to choose products with a green logo when selecting similar products (Beatson et al, 2020).
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