Green Social Media Influencers’ Characteristics Driving Purchase Intention – The Moderating Effects Of Consumers’ Environmental Knowledge And Parasocial Relationships

Abstract

In the dynamic landscape of influencer marketing, understanding consumer behavior with green social media influencers (GSMIs) is crucial. This study aims to investigate the factors shaping trust in GSMIs, subsequent engagement, and their impact on purchase intention. It also examines how parasocial relationships and environmental knowledge moderate these relationships. Online surveys via Google Forms targeted mobile users aged 18 and above engaging with GSMIs’ content. A mix of snowball and purposive sampling ensured a diverse sample from Ho Chi Minh City. Data analysis included exploratory and confirmatory factor analyses, structural equation modeling, and interaction moderation analysis. Findings reveal the significant positive influence of source trustworthiness and similarity on trust in GSMIs, underlining the importance of authenticity. Trust in GSMIs positively influences with engagement, which, in turn, boosts purchase intention. Environmental concern positively drive both trust and purchase intention in GSMIs. Parasocial relationships and environmental knowledge moderate these associations, emphasizing personal connections and eco-literacy. This study integrates the literature of marketing and environment based on the source credibility theory and the social media users' environmental activism model, shedding light on source attributes in the GSMI context. For marketers, these findings stress the significance of trust-building, engagement, and eco-aligned messaging. Leveraging these insights, marketers can craft more impactful GSMI campaigns resonating with eco-conscious consumers, fostering lasting brand loyalty.