The influence of celebrity credibility, attractiveness, and social media influence on trustworthiness, perceived quality, and purchase intention for natural beauty care products

The growing importance of natural beauty care products among consumers is increasingly driven by social media networks, which play a substantial role in promoting sustainable consumption. This study examines the influence of Celebrity Credibility, Celebrity Attractiveness, and Social Media Influence on Trustworthiness and how Trustworthiness and Social Media Influence affect Perceived Quality and Purchase Intention for natural beauty care products. Drawing from the Stimulus-Organism-Response (SOR) Model, Theory of Planned Behavior (TPB), Source Credibility Theory (SCT), and Elaboration Likelihood Model (ELM), this study employs Partial Least Squares Structural Equation Modeling (PLS-SEM) to analyze the theoretical framework and model. Data were collected from a sample of consumers who engage with natural beauty care products on social media. The results indicate that Celebrity Credibility has the most significant effect on Trustworthiness, followed by Celebrity Attractiveness and Social Media Influence. Additionally, Social Media Influence significantly impacts Perceived Quality, which, in turn, drives Purchase Intention. Trustworthiness also plays a vital role in shaping both Perceived Quality and Purchase Intention. This study offers key insights into the psychological processes that drive consumer decisions in the context of social media marketing for natural beauty care products, emphasizing the importance of promoting sustainable consumption patterns.