Celebrity Endorsement, Brand Equity, and Green Cosmetics Purchase Intention Among Chinese Youth.

ABSTRACT: The study examined the effect of celebrity attractiveness, celebrity trustworthiness, and celebrity cause fit on the attitude toward green cosmetics. This was followed by the effect of brand awareness, brand associations, brand loyalty, perceived quality, brand credibility on brand equity, including the impact of attitude toward green cosmetics and brand equity on the willingness to purchase green cosmetics among of young Chinese consumers. This study adopted a cross-sectional design and collected quantitative data from 301 respondents using a structured questionnaire, which was distributed online using various social media platforms. It was found that celebrity attractiveness, celebrity trustworthiness, and celebrity cause-fit had a significant impact on the attitudes toward green cosmeti

SUBMITTER: Lili Z 

PROVIDER: S-EPMC8957083 | biostudies-literature | 2022

REPOSITORIES: biostudies-literature