Green skincare branding in Malaysia

Hasliza Hassan, Zuliana Zainuddin and Abu Bakar Sade

International Journal of Green Economics, 2025, vol. 19, issue 1, 93-107

Abstract: Social media is becoming the mainstream communication platform for the digital generation. In line with the latest skincare trends, this study has found the purchasing intentions of green skincare brands based on social media influencers, brand trust and brand image. Cross-sectional research through an online survey questionnaire was conducted. A total of 334 primary data were used for analysis. Social media influencers are significant in building brand trust, brand image and sparking purchase intention in green skincare. The purchase intention of a green skincare brand can be stimulated through social media influencers and brand image. Although social media influencers may build up brand trust, purchase intention may not necessarily be influenced by brand trust. Social media influencers and brand image may encourage potential customers to make a purchase decision on green skincare products. However, consumers still have doubts about the brands' green claims and view it as more of greenwashing.

Keywords: brand image; brand trust; green branding; green skincare; purchase intention; social media influencer; Malaysia. (search for similar items in EconPapers)
Date: 2025
References: Add references at CitEc
Citations:

Downloads: (external link)
http://www.inderscience.com/link.php?id=146426 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ids:ijgrec:v:19:y:2025:i:1:p:93-107

Access Statistics for this article

More articles in International Journal of Green Economics from Inderscience Enterprises Ltd
Bibliographic data for series maintained by Sarah Parker ().