Modelling the significance of celebrity endorsement and consumer interest on attitude, purchase intention, and willingness to pay a premium price for green skincare products
Due to the major shift in online purchasing during the COVID-19 lockdown, celebrity endorsement marketing has gained traction. Concurrently, COVID-19 has also transformed consumers' attitudes toward using eco-friendly products, such as green skincare products, to ensure a healthier lifestyle. T...
| Main Authors: | , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Elsevier
2023-06-01
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| Series: | Heliyon |
| Subjects: | |
| Online Access: | http://www.sciencedirect.com/science/article/pii/S2405844023039725 |