IDEAS home Printed from https://ideas.repec.org/a/vrs/poicbe/v18y2024i1p652-659n1013.html
   My bibliography  Save this article

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
    as

    Download full text from publisher

    File URL: https://doi.org/10.2478/picbe-2024-0056
    Download Restriction: no
    File URL: https://libkey.io/10.2478/picbe-2024-0056?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    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.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Hadad Shahrazad, 2017. "Strategies for developing knowledge economy in Romania," Management & Marketing, Sciendo, vol. 12(3), pages 416-430, September.
    2. Damoc Adrian – Ioan, 2018. "Multidisciplinarity in economics education and how it can shape economic thinking in the future," Proceedings of the International Conference on Business Excellence, Sciendo, vol. 12(1), pages 263-275, May.
    3. Gavurova Beata & Cepel Martin & Belas Jaroslav & Dvorsky Jan, 2020. "Strategic Management in SMEs and Its Significance for Enhancing the Competitiveness in the V4 Countries - A Comparative Analysis," Management & Marketing, Sciendo, vol. 15(4), pages 557-569, December.
    4. Gabriela PRELIPCEAN & Ruxandra BEJINARU, 2016. "Universities as Learning Organizations in the Knowledge Economy," Management Dynamics in the Knowledge Economy, College of Management, National University of Political Studies and Public Administration, vol. 4(4), pages 469-492, December.
    5. Dumitraşcu Luminița-Mihaela, 2021. "Comparative study of front-of-pack nutrition labels at global level, a social responsibility issue," Proceedings of the International Conference on Business Excellence, Sciendo, vol. 15(1), pages 1135-1149, December.
    6. Shahrazad HADAD, 2017. "Knowledge Economy: Characteristics and Dimensions," Management Dynamics in the Knowledge Economy, College of Management, National University of Political Studies and Public Administration, vol. 5(2), pages 203-225, June.
    7. Ezgi Yıldırım Saatçi & Ceyda Ovacı, 2022. "Ready or Not, Here Comes the Digitalization: Assessment of Workforce Readiness and Change Perception," Istanbul Business Research, Istanbul University Business School, vol. 51(2), pages 607-626, November.
    8. Ruxandra BEJINARU, 2017. "Universities in the Knowledge Economy," Management Dynamics in the Knowledge Economy, College of Management, National University of Political Studies and Public Administration, vol. 5(2), pages 251-271, June.
    9. Akwaowo, Raphael Reuben & Kalio, Tamuno-Iduabia Sobie, 2021. "Organisational Learning and Learning Organization: A Review of Theories," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 5(08), pages 562-575, August.
    10. Santos LOPEZ-LEYVA & Ana Bárbara MUNGARAY-MOCTEZUMA, 2017. "Knowledge-Based Economy as a Foundation for the Economic Development of Countries," Management Dynamics in the Knowledge Economy, College of Management, National University of Political Studies and Public Administration, vol. 5(4), pages 481-501, December.
    11. Negrutiu Cristian & Patrintas Corina, 2022. "The new Social Responsibility: from corporate view to entrepreneurship applications amid the COVID-19 pandemic," Proceedings of the International Conference on Business Excellence, Sciendo, vol. 16(1), pages 266-277, August.
    12. Jacek WOŹNIAK, 2017. "Some Factors Hindering Acceptance of Three Gamification Solutions in Motivation Systems, in Small and Medium Enterprises," Management Dynamics in the Knowledge Economy, College of Management, National University of Political Studies and Public Administration, vol. 5(4), pages 663-680, December.
    13. Ruxandra BEJINARU, 2016. "Knowledge Dynamics Impact on Intellectual Capital in Organizations," Management Dynamics in the Knowledge Economy, College of Management, National University of Political Studies and Public Administration, vol. 4(4), pages 515-534, December.
    14. Bratianu Constantin, 2018. "A critical analysis of intellectual capital research in universities," Proceedings of the International Conference on Business Excellence, Sciendo, vol. 12(1), pages 151-160, May.
    15. Luminiţa-Mihaela Dumitraşcu & Dumitru-Florin Moise, 2021. "Social Responsibility In Food Industry," Annals of Faculty of Economics, University of Oradea, Faculty of Economics, vol. 1(1), pages 203-211, July.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:vrs:poicbe:v:18:y:2024:i:1:p:652-659:n:1013. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Peter Golla (email available below). General contact details of provider: https://www.sciendo.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.