Modelling the significance of celebrity endorsement and consumer interest on attitude, purchase intention, and willingness to pay a premium price for green skincare products.

ABSTRACT: Due to the major shift in online purchasing during the COVID-19 lockdown, celebrity endorsement marketing has gained traction. Concurrently, COVID-19 has also transformed consumers' attitudes toward using eco-friendly products, such as green skincare products, to ensure a healthier lifestyle. This study developed a comprehensive framework based on the stimuli-organism-response theory and the parasocial interaction theory to empirically evaluate the impact of celebrities' credibility attributes and consumers' interests in celebrities on their attitudes towards advertisements for endorsed green skincare products, their intentions to make a purchase, and their willingness to pay a premium price for these products. 778 Malaysian consumers participated in the online survey, and their responses

SUBMITTER: Al Mamun A 

PROVIDER: S-EPMC10245062 | biostudies-literature | 2023 Jun

REPOSITORIES: biostudies-literature