China green beauty: Celebrity endorsements increases purchase intent among youth

The research​ titled “Celebrity Endorsement, Brand Equity, and Green Cosmetics Purchase Intention Among Chinese Youth”​ was published in the journal Frontiers in Psychology.

“Brand personality has become a significant characteristic of products, in which charging the consumer memory and developing purchase intention are the vital aspects of today’s marketing management. Celebrity endorsement and brand value are significant for developing brand equity among consumers,”​ said the researchers.

The team utilised a quantitative, cross-sectional research design involving an online questionnaire to study the relationship between celebrity endorsement, brand equity and the Chinese consumers’ intention to buy green cosmetics.

The 301 respondents (248 females, 53 male) were aged 18 to 39, with a preference for keeping up with trends and new products.


Based on the sample, most respondents, or 32.9%, earned monthly incomes of 1,000 to 3,000 RMB (USD$148 to USD$446), whereas another 26.6% of respondents earned 3,000 to 5,000 RMB (USD$446 to USD$744).

The majority, or 41.5%, held a bachelor’s degree and spent less than 500 RMB (USD$74) monthly on green cosmetics.

Data showed that a celebrity’s attractiveness, trustworthiness, and cause-fit had a significantly positive, albeit indirect, effect on the intention to purchase green cosmetics among young Chinese consumers.

Furthermore, brand loyalty and brand credibility had a significant positive indirect effect on young consumers’ intention to purchase green cosmetics, confirming the role of brand equity.

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