Green Beauty Revolution: How Important Is the Role of Social Media in Shaping Purchase Intention in the Indonesian Cosmetics Industry?

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Research finds social media enhances brand equity, influencing purchase intentions for eco-friendly products in Indonesia.

Increased brand equity positively influences purchase intentions among Indonesian consumers of eco-friendly cosmetics.
Brand awareness and brand image, shaped by social media, are crucial factors affecting purchase intentions.
Non-probability sampling techniques were used to gather data from 246 respondents on eco-friendly cosmetic purchases.
Exploring additional variables like product innovation could further refine strategies to boost purchase intentions.

Ananda et al. (2025) studied this question.

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