Dublin Core
Title
The Rise of Greenfluencers: Micro-Influencer Impact on Sustainable Product Purchase Intentions
Description
Abstract: At a time when environmental crises are becoming more urgent and consumer distrust of companies’ environmental claims rises, greenfluencers—small-scale influencers who promote eco-conscious living via their social media accounts—represent potentially important agents in the development ofpro-sustenance behavior. This research explores the effect of greenfluencer characteristics on consumers’ purchase intentions of sustainable productsfrom the perspectives of the psychological processes in which attitude and trust mediate. A quantitative explanatory research design was applied to the study, and primary data were obtained using a structured survey distributed online to Indonesian social media user aged 18 -45 years old who actively follow greenf luencers on Instagram, TikTok andYoutube. We examinethe relationships between greenfluencer credibility, authenticity, message-product congruence, trust, attitude, and purchase intention using structural equation model. The results of this study indicate greenfluencer attributes significantly affect sustainable purchase intentions mediatedby trust and attitude, suggesting the role of perceived authenticity and message congruence in green influencer marketing. Theoretically, the study advances the COR theory to the digital environmental influence context, showinghow trust as a psychological resource influences sustainable decision making. This has practical implications for marketers and policy makers in terms of using micro-influencers toengender trust and foster engagement toward sustainable branded content. This study contributes to the knowledge body about how digitalcommunication and influencer effects might be leveraged to stimulate pro-environment behavior among emerging digital markets.
Creator
Mokhamad Eldon, Denny Rakhmad Widi Ashari, Gautama Sastra Waskita
Source
Inovasi Pembangunan : Jurnal Kelitbangan
Publisher
Badan Penelitian dan Pengembangan Daerah Provinsi Lampung
Date
18/04/2025
Rights
Mokhamad Eldon
Language
English
Type
Article
Coverage
Greenfluencer, Sustainable Products, Trust, Attitude