“Impact of Eco-Badging in Digital Advertisements on Consumer Purchase Intentions Towards Ethical Cosmetics”
DOI:
https://doi.org/10.66635/ve4kxf40Keywords:
Eco-badging, Digital advertising, Consumer purchase intention, Ethical cosmetics, Sustainable marketing, Green consumer behaviourAbstract
The increasing significance of environmental sustainability and ethical consumption has had a substantial impact on marketing strategies in the cosmetics sector. Eco badging in digital ads has emerged as a crucial mechanism in conveying environmental responsibility and product authenticity to consumers. This study seeks to investigate the effect cosmetics, examining how such labels influence consumer perception, trust and decision making behaviour.
Following established review guidelines, we followed a systematic literature review approach, including recent peer-reviewed studies published between 2015 and 2025. We identified key research trends and relationships using bibliometric and thematic analysis techniques. The review covers three main research streams: the influence of eco-labels on consumer trust and credibility, the impact of digital advertising on consumer engagement, and the factor that determine purchase intention towards ethical and sustainable cosmetics products. The selected studies are from different regions of the world :Europe, Asian and North American, and employ different method such as surveys, experimental designs and structural equation modelling.
The results show that eco-badging positively affects consumers purchase intention through enhancing perceived product authenticity, environmental awareness and brand trust. However, the effectiveness of eco-labels is subject to factors such as credibility, clarify of information and consumer scepticism towards greenwashing. Digital advertising platforms also allow for interactive and personalised communication that amplifies the impact and reach of eco-labels. Ethical cosmetics are attracting increasing interest, but price sensitivity, lack of awareness and limited trust in certification schemes can limit actual purchase behaviour.
The study concludes that eco-badging is vital to promoting ethical cosmetics in digital advertisements. Still, its success depends on transparent communication, reliable certification and effective digital engagement strategies. These findings have significant implications for marketers and policy makers with the goal of promoting sustainable consumption in the cosmetics industry.
In addition, this paper focuses on the importance of eco-labelling as a strategy to gain competitive advantage for SMEs and startups in the Asian market, where the role of digital platforms in shaping brand strategies for sustainability become vital.
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