Beyond Trends: Promoting Sustainability through Influencer-Driven Product Endorsements

Apostol Ingrid Georgeta (), Zaharia Giulia-Elena (), Miu Claudia-Maria () and Constantin Georgiana Elena ()
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Apostol Ingrid Georgeta: Bucharest University of Economics Studies, Bucharest, Romania
Zaharia Giulia-Elena: Bucharest University of Economics Studies, Bucharest, Romania
Miu Claudia-Maria: Bucharest University of Economics Studies, Bucharest, Romania
Constantin Georgiana Elena: Bucharest University of Economics Studies, Bucharest, Romania

Proceedings of the International Conference on Business Excellence, 2024, vol. 18, issue 1, 652-659

Abstract: In the past years, the blend of influencer marketing and sustainability has become known as a pivotal focus within the cosmetics sector. With consumer trends evolving rapidly and environmental consciousness on the rise, comprehending how influencer-driven marketing influences sustainable consumer behaviour is crucial. This study searches into the essential relationship between influencer marketing and sustainability, aiming to present the underlying mechanisms steering consumer actions and to discover strategies for promoting sustainability through influencer marketing efforts. Researching the dynamic field of influencer endorsement, the study is putting the accent on its impact on consumer perceptions and buying behaviours, particularly taking sustainability into consideration. Going through an extensive literature review and data analysis, the research presents crucial factors shaping consumer behaviour and assesses influencers’ role in the buying process of sustainable cosmetic products. Using quantitative research via a questionnaire survey, the study aims to find out consumer preferences, buying habits, and the influencer’s impact on sustainability marketing channels. Results put accent on a notable connection between influencer implication and sustainable cosmetics purchases, indicating the significance of genuine content and social platforms as influential channels. The study reaches a peak with insights into the challenges and prospects for the cosmetics sector in integrating sustainability into marketing strategies and finding ways to change normal consumers into environmentally conscious consumers.

Keywords: marketing; influencer; cosmetics; social media; online (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:poicbe:v:18:y:2024:i:1:p:652-659:n:1013

DOI: 10.2478/picbe-2024-0056

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