Advancing Sustainable Consumption in the Green Skincare Sector: Examining Celebrity Endorsements Through the Theory of Planned Behavior and Source Credibility Theory

ABSTRACT This study examines how celebrity endorsements drive sustainable consumption by shaping purchase intentions for green moisturizers in China, integrating the Theory of Planned Behavior (TPB) and Source Credibility Theory (SCT). Surveying 700 consumers and applying partial least squares structural equation modeling (PLS‐SEM), we find celebrity endorsements enhance intentions directly and indirectly, bridging the intention‐behavior gap in sustainable consumption. Education shows no moderating effect, reflecting homogenized environmental awareness through digital platforms and policy campaigns, aligning with Sustainable Development Goal 12 (Responsible Consumption and Production). This paper contributes to the academic debate by introducing a novel framework that simultaneously captures direct and mediated effects of celebrity endorsements, reframes them as cultural intermediaries in collectivist markets, and demonstrates that social norms and digital engagement can outweigh individual education in driving eco‐conscious behavior. Reframing celebrity endorsements as cultural intermediaries in collectivist contexts, we challenge Western‐centric models, highlighting how digital interactivity and social norms, not individual education, accelerate eco‐conscious behavior. Practical insights urge marketers to leverage celebrity sustainability advocacy and digital tools, while policymakers should align campaigns with Sustainable Development Goal frameworks. The study advances pathways for emerging economies to mainstream sustainability through culturally embedded digital and policy ecosystems.