How Do Social Media Influencers’ Credibility and Brand Trust Drive Purchase Intentions for Green Cosmetics? Insights from SOBC Approach

Social media influencers significantly impact consumer behaviour, particularly in the realm of green cosmetics. This research uses the stimuli–organism–behaviour–consequence model to examine how social media influencers’ credibility dimensions affect brand trust, how brand trust influences consumers’ purchase intentions for green cosmetics and how these purchase intentions impact their willingness to pay a premium price. The stimuli–organism–behaviour–consequence model is unique in the milieu of green cosmetics. It was applied to examine 208 responses obtained through a structured questionnaire. The analysis was conducted using the covariance-based structural equation modelling method. The study found a positive association, as hypothesized, among the constructs considered, which include stimuli (source credibility dimensions), organism (brand trust), behaviour (purchase intention) and consequence (willingness to pay a premium price). The results of this study have the potential to aid stakeholders in the cosmetics sector by improving their strategies for promoting and selling green cosmetics with environmentally friendly attributes.