As skincare continues to dominate consumer spending, brands partner with influencers with specific attributes that influence purchasing decisions. This study investigates how key influencer attributes, namely, trustworthiness, expertise, attractiveness, and homophily, impact the perceived credibility and ultimately sway buying behavior for sustainable skincare products. Data was collected from 272 participants using a survey method to verify research hypotheses. The data were analyzed using SmartPLS-SEM 4, validating six out of eight hypotheses. The results revealed that while expertise had no significant impact on enhancing influencers’ credibility and influencing purchase behavior, trustworthiness, homophily, and attractiveness strongly contributed to credibility and influenced purchase behavior. Thus, the study results indicate that for sustainable skincare marketing, brands should emphasize influencers who exhibit attributes such as trustworthiness, attractiveness, and homophily.
Yadav et al. (Sun,) studied this question.