Influencer marketing has become a strategic imperative for brand building. Nevertheless, marketers need a comprehensive understanding of the full extent of its scope and effectiveness. This study analyses the strategic role of influencer marketing in driving brand advocacy and intention to purchase green cosmetic products. This study is novel as it explores brand advocacy and purchase intentions from the perspective of influencers' characteristics and perceived safety and efficacy of green cosmetic products while considering the moderating effect of warm glow. Data were collected from 504 participants using a purposive sampling technique over a period of three months. SEM followed by moderation analysis was used to analyze the data. Findings reveal that influencer-product congruence and influencer credibility influence perceived safety, whereas influencer credibility and parasocial interaction significantly influence the perceived efficacy of the product. Consequently, both perceived safety and efficacy of the product influence brand advocacy, which, in turn, influences the customers' purchase intentions towards green cosmetic products. Our results further corroborate that warm glow significantly moderates the effect of perceived safety on brand advocacy as well as the effect of brand advocacy on intention to purchase. However, warm glow does not moderate the relationship between product efficacy and brand advocacy.