Title: Green skincare branding in Malaysia

Authors: Hasliza Hassan; Zuliana Zainuddin; Abu Bakar Sade

Addresses: Faculty of Management, Multimedia University, Cyberjaya, Selangor, Malaysia ' Putra Business School, Universiti Putra Malaysia, Serdang, Selangor, Malaysia ' Putra Business School, Universiti Putra Malaysia, Serdang, Selangor, Malaysia

Abstract: Social media is becoming the mainstream communication platform for the digital generation. In line with the latest skincare trends, this study has found the purchasing intentions of green skincare brands based on social media influencers, brand trust and brand image. Cross-sectional research through an online survey questionnaire was conducted. A total of 334 primary data were used for analysis. Social media influencers are significant in building brand trust, brand image and sparking purchase intention in green skincare. The purchase intention of a green skincare brand can be stimulated through social media influencers and brand image. Although social media influencers may build up brand trust, purchase intention may not necessarily be influenced by brand trust. Social media influencers and brand image may encourage potential customers to make a purchase decision on green skincare products. However, consumers still have doubts about the brands' green claims and view it as more of greenwashing.

Keywords: brand image; brand trust; green branding; green skincare; purchase intention; social media influencer; Malaysia.

DOI: 10.1504/IJGE.2025.146426

International Journal of Green Economics, 2025 Vol.19 No.1, pp.93 - 107

Accepted: 05 Dec 2024
Published online: 29 May 2025 *

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