The influence of environmental concerns on the intention to purchase organic cosmetics: the mediating role of influencer messages
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Abstract
Environmental concern has emerged as a key factor in transforming consumer habits, driving the preference for sustainable products such as organic cosmetics, which are distinguished by their natural formulations. The main objective of this study is to examine how environmental awareness affects the perception of the attitudinal characteristics of influencer messages, such as credibility, informativeness, distinctiveness, and narrativity, and how these characteristics subsequently influence the desire to purchase organic cosmetics. An exploratory and explanatory quantitative method was used, based on a structured Likert scale survey. This survey was administered to 301 consumers in Machala, Ecuador, who had been exposed to digital advertising for organic beauty products.
The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM), and the sampling method was non-probability convenience sampling. The findings highlight that environmental concern has a significant influence on the dimensions of the messages, which in turn increases the intention to purchase organic cosmetics. Narrativity and informativeness emerged as the most influential elements in consumer decision-making, while distinctiveness did not demonstrate a significant direct impact.
This research is valuable for digital marketing professionals, organic cosmetics companies, and those interested in sustainable consumption, as it can help them refine their marketing strategies, increase purchase intent, and promote more responsible and sustainable consumer choices.
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Angie Paulette Granda-Cruz , Universidad Técnica de Machala - Ecuador
I am a marketing student at the Technical University of Machala, currently in my final semester. During my studies, I have gained knowledge in marketing strategies and brand management, which I have applied through internships and participation in institutional advertising campaigns. I have also participated in academic and research projects, which have helped me develop an analytical and innovative perspective on the market.
Cristhian Alexander Jumbo-Torres , Universidad Técnica de Machala - Ecuador
I am a 8th semester student of Marketing at the Technical University of Machala. My studies have focused on consumer behavior analysis and academic project management. In addition, I have enhanced my skills in digital environments by exploring data analytics tools for decision-making in competitive business settings.
Lorenzo Bonisoli, Technical University of Machala
https://orcid.org/0000-0003-3336-5658
Tenured faculty member at the Technical University of Machala since 2013; holds a PhD in Philosophy (Università Cattolica di Milano, Italy) from 2002, an MBA (Cranfield University, UK) from 2011, and a PhD in Economics (University of Almería, Spain) from 2020. Research areas: Sustainability, Microeconomics, Sustainable Agriculture and Development, Strategic Marketing, Sustainable Marketing.
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