Impact Of Social Media Influencers' Credibility On Consumer Purchase Intention Towards Green Cosmetics Among Sri Lankan Females: Evidence From Matara District, Sri Lanka.

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.