“Informers†or “entertainersâ€: The effect of social media influencers on consumers' green consumption

Xiaowen Zhao, Zhenzhong Zhu, Minghui Shan, Rui Cao and Chen, Haipeng (Allan)

Journal of Retailing and Consumer Services, 2024, vol. 77, issue C

Abstract: This research examines the impact of social media influencers on green product purchasing intentions through three studies. Study 1 (NÂ =Â 195) identifies a consumer preference for informers over entertainers as influencers. Study 2 (NÂ =Â 196) establishes trust as a key mediator in this process. Study 3 (NÂ =Â 197) finds that the effectiveness of influencers depends on the match between influencer type and endorsement style, whereby entertainers (informers) foster trust and purchase intentions with an explicit (implicit) endorsement style. The findings offer insights for marketers in leveraging influencers for promoting green products.

Keywords: Social media influencers; Endorsement style; Trust; Green products; Purchase intention (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:77:y:2024:i:c:s0969698923003983

DOI: 10.1016/j.jretconser.2023.103647

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