Advancing Sustainable Consumption in the Green Skincare Sector: Examining Celebrity Endorsements Through the Theory of Planned Behavior and Source Credibility Theory

Muni  Ni-Ying; Gengyang Tu; Yuanxi Su; Jorge  Matute; Belén  Derqui

Advancing Sustainable Consumption in the Green Skincare Sector: Examining Celebrity Endorsements Through the Theory of Planned Behavior and Source Credibility Theory

Muni Ni-Ying^*, Gengyang Tu, Yuanxi Su, Jorge Matute, Belén Derqui

^*Corresponding author for this work

Department of Economics

Research output: Contribution to journal › Article › peer-review

Original language	English
Journal	Sustainable Development
Publication status	Published - 4 Nov 2025

Cite this

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title = "Advancing Sustainable Consumption in the Green Skincare Sector: Examining Celebrity Endorsements Through the Theory of Planned Behavior and Source Credibility Theory",

author = "Muni Ni-Ying and Gengyang Tu and Yuanxi Su and Jorge Matute and Bel{\'e}n Derqui",

year = "2025",

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language = "English",

journal = "Sustainable Development",

issn = "0968-0802",

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T1 - Advancing Sustainable Consumption in the Green Skincare Sector: Examining Celebrity Endorsements Through the Theory of Planned Behavior and Source Credibility Theory

AU - Ni-Ying, Muni

AU - Tu, Gengyang

AU - Su, Yuanxi

AU - Matute, Jorge

AU - Derqui, Belén

PY - 2025/11/4

Y1 - 2025/11/4

M3 - Article

SN - 0968-0802

JO - Sustainable Development

JF - Sustainable Development

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