How Green Advertising And Cognitive Engagement (AI) Foster Green Awareness For Skincare Brands

Abstract

The skincare industry is experiencing rapid global growth, with India emerging as one of the top five markets. Amid rising concerns over climate change and the increasing influence of technology, consumers are progressively aligning their beauty and skincare preferences with sustainable and eco-conscious choices. This leads to a growing demand for hybrid skincare solutions that combine natural and organic ingredients with personalised, tech-driven experiences. This study aims to investigate the influence of green advertising and cognitive engagement (AI), particularly through artificial intelligence, on green awareness of eco-friendly skincare brands. Using G*Power software, a sample size of 128 is determined, and data is collected through a structured online questionnaire distributed via convenience sampling in the cities of Lucknow and Kanpur, Uttar Pradesh. Descriptive statistics were employed for respondent profile data analysis. Further, using SmartPLS, the findings indicate that both green advertising and cognitive engagement (AI) significantly influence green awareness among consumers. The insights provided in this study offer valuable guidance for researchers, academicians, and industry professionals, highlighting how fostering green awareness can effectively bridge the gap between sustainability and technological advancement in the contemporary skincare market.