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Beyond Trends: Promoting Sustainability through Influencer-Driven Product Endorsements

Author

Listed:
  • Apostol Ingrid Georgeta

    (Bucharest University of Economics Studies, Bucharest, Romania)

  • Zaharia Giulia-Elena

    (Bucharest University of Economics Studies, Bucharest, Romania)

  • Miu Claudia-Maria

    (Bucharest University of Economics Studies, Bucharest, Romania)

  • Constantin Georgiana Elena

    (Bucharest University of Economics Studies, Bucharest, Romania)

Abstract

In the past years, the blend of influencer marketing and sustainability has become known as a pivotal focus within the cosmetics sector. With consumer trends evolving rapidly and environmental consciousness on the rise, comprehending how influencer-driven marketing influences sustainable consumer behaviour is crucial. This study searches into the essential relationship between influencer marketing and sustainability, aiming to present the underlying mechanisms steering consumer actions and to discover strategies for promoting sustainability through influencer marketing efforts. Researching the dynamic field of influencer endorsement, the study is putting the accent on its impact on consumer perceptions and buying behaviours, particularly taking sustainability into consideration. Going through an extensive literature review and data analysis, the research presents crucial factors shaping consumer behaviour and assesses influencers’ role in the buying process of sustainable cosmetic products. Using quantitative research via a questionnaire survey, the study aims to find out consumer preferences, buying habits, and the influencer’s impact on sustainability marketing channels. Results put accent on a notable connection between influencer implication and sustainable cosmetics purchases, indicating the significance of genuine content and social platforms as influential channels. The study reaches a peak with insights into the challenges and prospects for the cosmetics sector in integrating sustainability into marketing strategies and finding ways to change normal consumers into environmentally conscious consumers.

Suggested Citation

  • Apostol Ingrid Georgeta & Zaharia Giulia-Elena & Miu Claudia-Maria & Constantin Georgiana Elena, 2024. "Beyond Trends: Promoting Sustainability through Influencer-Driven Product Endorsements," Proceedings of the International Conference on Business Excellence, Sciendo, vol. 18(1), pages 652-659.
    • Handle: RePEc:vrs:poicbe:v:18:y:2024:i:1:p:652-659:n:1013
    DOI: 10.2478/picbe-2024-0056
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    References listed on IDEAS

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    1. Constantin BRÄ‚TIANU, 2013. "The Triple Helix of the Organizational Knowledge," Management Dynamics in the Knowledge Economy, College of Management, National University of Political Studies and Public Administration, vol. 1(2), pages 207-220, August.
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