Green skincare branding in Malaysia

Social media is becoming the mainstream communication platform for the digital generation. In line with the latest skincare trends, this study has found the purchasing intentions of green skincare brands based on social media influencers, brand trust and brand image. Cross-sectional research through an online survey questionnaire was conducted. A total of 334 primary data were used for analysis. Social media influencers are significant in building brand trust, brand image and sparking purchase intention in green skincare. The purchase intention of a green skincare brand can be stimulated through social media influencers and brand image. Although social media influencers may build up brand trust, purchase intention may not necessarily be influenced by brand trust. Social media influencers and brand image may encourage potential customers to make a purchase decision on green skincare products. However, consumers still have doubts about the brands' green claims and view it as more of greenwashing.