The Role of Key Opinion Leaders and Eco-Awareness in Shaping Green Cosmetic Purchases

The demand for eco-friendly cosmetics has increased significantly in the era of conscious consumerism and internet influence. This is because more people are becoming aware of health and environmental issues. This study examines the impact of Environmental Knowledge (EKW), Ecological Motivation (EMO), Health Consciousness (HCO), and Key Opinion Leader Effectiveness (KOE) on Brand Attitude (BAT) and Purchase Intention (PIT) regarding green cosmetic products advertised on social media platforms. The study employs the Theory of Planned Behavior (TPB) and Uses and Gratifications Theory (UGT) to investigate the impact of personal values and social media usage on sustainable consumer behavior. A cross-sectional online survey was conducted as a quantitative method. Data were gathered from 160 active social media users in Indonesia and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 3. The findings demonstrate that EKW, HCO, and KOE significantly influence Brand Attitude, whereas EMO does not. Both BAT and KOE were good in predicting purchase intention. It is important to note that KOE had the largest direct and indirect effects, which demonstrates the significant influence influencers have on shaping people's choices for green cosmetics. The research combines UGT and TPB, providing an in-depth examination of the interplay between psychological factors and media gratifications in shaping brand perception and consumer intention. As a result, it adds to the body of theory. The results show that green cosmetic firms should collaborate with influencers who are approachable and trustworthy, and they should also create informative content to establish brand trust and encourage people to purchase green products.