From endorsement to action: how influencer characteristics and perceived value drive purchase intentions for sustainable beauty product

Ruchika Sharma (), Aashu Aggarwal () and Noopur Saxena ()
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Ruchika Sharma: Delhi School of Business
Aashu Aggarwal: Vivekananda Institute of Professional Studies-TC, Guru Gobind Singh Indraprastha University
Noopur Saxena: Vivekananda Institute of Professional Studies-TC, Guru Gobind Singh Indraprastha University

SN Business & Economics, 2025, vol. 5, issue 12, 1-24

Abstract: Abstract This study applies the Heuristic-Systematic Model (HSM) to examine how perceived value, influencer credibility, and influencer-product congruence affect customer attitudes toward sustainable beauty products, influencing their purchase and recommendation intentions. It also investigates the mediating role of customer reviews and the moderating effect of influencer type (celebrity vs. non-celebrity) on these relationships. Data was collected from 690 active social media users and analyzed using structural equation modeling, along with mediation and moderation analysis. Results indicate that perceived value, influencer credibility, and congruence significantly enhance customer attitudes, which positively impact behavioral intentions. Customer reviews were found to mediate the link between attitudes and intentions. Additionally, non-celebrity influencers had a stronger effect on customer attitudes, especially in terms of credibility and perceived value, compared to celebrity influencers. These findings offer strategic insights for marketers aiming to leverage influencer collaborations to effectively promote sustainable beauty products among socially conscious consumers.

Keywords: Sustainable beauty products; Influencer marketing; Heuristic-Systematic model (HSM); Perceived value; Influencer credibility; Customer reviews; Influencer-Product congruence (search for similar items in EconPapers)
Date: 2025
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DOI: 10.1007/s43546-025-00983-9

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