Abstract:
The rapid evolution of digital marketing has led to the emergence of social media influencers as a transformative
advertising tool. Social media stands as one of the strongest forces shaping consumer Intention today. Social
media influencers have become an important piece of modern marketing, serving as trusted third parties
bridging the gap between brands and consumers. The worldwide cosmetics industry has shifted toward
sustainability, with an increasing number of consumers preferring eco-friendly and ethical products. The beauty
and personal care market in Sri Lanka is expanding, and more consumers, especially females, are taking an
interest in green cosmetics. This study examines the Credibility of social media influencers on Sri Lankan
females' purchasing intentions for green cosmetics. By examining how social media influencers can effectively
engage customers and promote sustainable values, the research also aims to provide actionable insights for
marketers. The findings are expected to contribute to both academic understanding and practical applications
in the fields of digital marketing and sustainable consumer purchase intention. A quantitative research design
was adopted, collecting data through a structured questionnaire from a sample of 154 respondents, selected by
the researcher by using a convenience sampling method, which is divided into female university students,
working, and non-working categories in the Matara District. Data analysis was conducted using descriptive
statistics, multiple regression analysis, correlation analysis, and one-way ANOVA. To achieve the main
objective of this study, the results revealed that attractiveness, expertise, and novelty had a statistically
significant impact on female purchase intention, while trustworthiness and transparency had a statistically
insignificant effect. However, this study aims to identify the influence of social media influencers' credibility
on the purchase intention of Sri Lankan females about green cosmetics. By understanding the interrelationships
between all these, this research will provide useful implications for green cosmetic brands, marketers, and
policymakers, intending to build better advertising policy strategies as expected by consumers while pursuing
sustainability aims.
