The Role of Social Media Influencers on Creating Consumer Awareness On Eco-Conscious Cosmetics Products

This study conducts a comprehensive analysis of the literature to explore the influence of social media influencers on consumer awareness of eco-conscious cosmetic products, with a specific focus on the mediating role of influencers and the moderating role of eco-labels. As environmental concerns become more prominent, understanding how influencers shape customer attitudes and actions toward sustainable cosmetic products is essential. The study assesses how influencer endorsements impact consumer awareness and investigates how eco-labels moderate this relationship by enhancing the credibility of influencers’ messages. This study is grounded in Green Marketing Theory, which posits that marketing efforts aimed at promoting environmental benefits should not only inform but also transform consumer behavior towards sustainability. Influencers, within this framework, act as key educators, making eco-conscious behavior more relatable and appealing to consumers. By combining influencer marketing with eco-labeling, brands can leverage the personal connection that influencers have with their audiences to convey environmentally credible messages. This aligns with the central tenets of Green Marketing Theory, which emphasizes the importance of credibility in promoting green products. Ecolabels serve as institutional symbols of environmental trust, reinforcing the messages communicated by influencers and ensuring that consumers feel confident in their eco-conscious purchasing decisions. This study contributes to a deeper understanding of how the strategic combination of influencer marketing and eco- labeling can promote sustainable beauty practices and influence eco-conscious consumer behavior.