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<p>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.</p>

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

  • 期刊论文

  • 发表日期：

    2025年11月17日

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  • Ruchika Sharma,
  • Aashu Aggarwal,
  • Noopur Saxena

摘要

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.