1. Overview of the Study
The journal article, “Green Branding Influencing Skincare Products Purchase Intention,” examines how social media influencers, brand trust, and brand image influence Malaysian consumers’ intention to purchase green skincare products.
The study focuses on the growing demand for skincare products marketed as environmentally friendly and made with natural ingredients. Although consumers are increasingly interested in sustainable products, businesses must convince them that their green claims are genuine and that their products are worth purchasing.
The main finding is that social media influencers have the strongest direct influence on purchase intention, followed by brand image. Brand trust, however, does not significantly influence purchase intention in this study.
2. Research Objectives
The study investigates five relationships:
H1: Social media influencers positively influence brand trust.
H2: Social media influencers positively influence brand image.
H3: Social media influencers positively influence purchase intention.
H4: Brand trust positively influences purchase intention.
H5: Brand image positively influences purchase intention.
These relationships help explain how digital marketing and consumer perceptions influence purchasing decisions.
3. Research Methodology
The researchers collected primary data through an online questionnaire distributed using social media.
Sample size
334
Respondents
Female respondents
93.41%
312 participants
Previously purchased green skincare
89.52%
299 respondents
Influenced by social media
82.04%
274 respondents
The researchers used a five-point Likert scale, ranging from strongly disagree to strongly agree, and applied structural equation modelling to examine the relationships among the four constructs.
The sample was predominantly female, and nearly all respondents already had some knowledge of green skincare brands. These characteristics are important when considering how widely the findings can be generalised.
4. Key Research Findings
The study tested five hypotheses and supported four of them.
Hypothesis | Relationship | Result |
|---|---|---|
H1 | Influencer → Brand trust | Supported |
H2 | Influencer → Brand image | Supported |
H3 | Influencer → Purchase intention | Supported |
H4 | Brand trust → Purchase intention | Not supported |
H5 | Brand image → Purchase intention | Supported |
The reported coefficients show the relative strength of the relationships.
Standardised path coefficients reported in the study. Brand trust's relationship was not statistically significant.
Source: Article's structural model results. The brand trust coefficient is not statistically significant (p = 0.325); the other two relationships are significant (p < 0.01).
Finding 1: Social media influencers are the strongest driver
Social media influencers have a significant positive relationship with purchase intention, with a standardised coefficient of β = 0.564.
Influencers can introduce products, explain their benefits, share experiences, and communicate with potential customers through platforms such as TikTok, Instagram, YouTube, and Facebook.
The study also found that influencers positively influence brand trust (β = 0.722) and brand image (β = 0.711).
Finding 2: Brand image influences purchasing decisions
Brand image has a significant positive relationship with purchase intention (β = 0.271).
Consumers may be more willing to purchase a green skincare product when the brand is perceived as distinctive, reputable, and environmentally responsible.
Therefore, businesses should develop a consistent brand identity and communicate the product's benefits clearly.
Finding 3: Brand trust does not necessarily lead to purchase intention
Contrary to the researchers' expectation, brand trust does not significantly influence purchase intention (β = 0.039, p = 0.325).
One possible explanation discussed in the article is greenwashing—when a business's environmental claims are perceived as misleading or insufficiently supported.
Consumers may respond positively to influencer promotions or recognise a brand, yet remain uncertain about whether its products genuinely meet their environmental claims. The study raises this as a possible explanation rather than establishing it as a proven cause.
5. Implications for Business and Marketing Management
The findings suggest several practical strategies for green skincare businesses.
Select credible influencers. Work with influencers who demonstrate relevant knowledge, experience, reliability, and a good fit with the brand.
Build a strong brand image. Communicate product benefits, ingredient information, and environmental positioning consistently.
Substantiate green claims. Provide credible evidence to support claims about natural ingredients and environmental benefits, reducing the risk of perceived greenwashing.
Use digital platforms strategically. Develop social media content that educates consumers and supports informed purchasing decisions.
Understand customers' willingness to pay. Although the article reports that all respondents were willing to pay extra for green skincare, further research is needed to establish how much they would pay and how this varies by income.
From a management perspective, the study suggests that influencer marketing and brand positioning are important tools for attracting customers. However, marketing communication should be supported by credible product information rather than relying on promotional messages alone.
6. Limitations and Future Research
The article identifies several areas for further investigation:
Authenticity of green claims: Research should examine how consumers can determine whether skincare products genuinely contain the natural ingredients claimed by their brands.
Willingness to pay: Further studies should establish the price premium consumers are prepared to pay, particularly across different income groups.
Qualitative research: Interviews with consumers and sellers could provide deeper insights into the development of the green skincare market.
In addition, the study's sample of 334 respondents was heavily female and largely familiar with green skincare. The findings may therefore not fully represent all Malaysian consumers.
7. Overall Conclusion
The journal demonstrates that social media influencers play a major role in shaping Malaysian consumers' intention to purchase green skincare products. Brand image also contributes positively to purchasing intention, whereas brand trust does not show a statistically significant direct relationship in this particular study.
The broader business lesson is that effective digital marketing must combine credible communication, strong brand positioning, and verifiable sustainability claims. A brand's popularity or perceived trustworthiness alone may not be sufficient to translate consumer interest into purchasing intention.
For business leaders, the study highlights the importance of understanding consumer behaviour and aligning marketing strategies with the expectations of environmentally conscious customers.
8. A Short Summary for Your DBA Coursework
The study examines the influence of social media influencers, brand trust, and brand image on Malaysian consumers' purchase intention towards green skincare products. Using questionnaire data from 334 respondents and structural equation modelling, the researchers found that social media influencers significantly influence brand trust, brand image, and purchase intention. Brand image also significantly influences purchase intention, while brand trust does not have a statistically significant direct effect. The findings highlight the importance of influencer marketing and brand positioning in the sustainable skincare market. However, concerns about greenwashing suggest that businesses must substantiate their environmental claims to strengthen consumer confidence. The study recommends further research into the authenticity of green skincare ingredients, consumers' willingness to pay, and qualitative insights from consumers and sellers.
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