| dc.description.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. | en_US |
