The Influence of Influencer Characteristics on Consumer Purchasing Behavior of Vegan Cosmetics—Focusing on the mediator variable of Attitude

This study explores the impact of influencer characteristics on consumer purchasing behavior for vegan cosmetics, focusing on the mediating role of consumer attitudes. In the context of digital commerce, influencers significantly affect purchase intentions through parasocial interactions and trust-building. This research examines how specific influencer traits—such as expertise, reliability, and attractiveness—affect both consumer attitudes towards vegan cosmetics and their subsequent purchasing decisions. Data were collected through a survey of 301 respondents interested in vegan cosmetics in Hebei, China. The analysis, including exploratory factor analysis and regression, reveals that influencer characteristics positively influence attitudes toward vegan cosmetics, which, in turn, mediate the relationship between influencer traits and consumer purchasing behavior. The findings underscore the importance of aligning influencer characteristics with consumer values to optimize marketing strategies in the growing vegan cosmetics market.