Influencer Marketing Platforms’ Effect on Light Meal Purchase Intention and Behavior

Zhaoyue Qin, Yiming Chen, Yue Yan () and Yi Huang
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Zhaoyue Qin: School of Business, Jiangsu University of Science and Technology, Zhenjiang 215600, China
Yiming Chen: School of Business, Jiangsu University of Science and Technology, Zhenjiang 215600, China
Yue Yan: School of Business, Jiangsu University of Science and Technology, Zhenjiang 215600, China
Yi Huang: School of Business, Jiangsu University of Science and Technology, Zhenjiang 215600, China

Sustainability, 2024, vol. 16, issue 11, 1-20

Abstract: Given the heightened awareness of health and sustainable development in contemporary society, light meals have become a popular dietary choice with considerable momentum. This study focuses on the role of influencer marketing platforms in promoting consumer purchasing intentions towards light meals. By conducting a sample survey of 654 consumers in Suzhou City and employing Structural Equation Modeling (SEM) for empirical analysis, the findings indicate that the intervention of influencer marketing platforms has a significant positive impact on both the purchase intention and purchasing behavior towards light meals, and that purchase intention has a mediating effect between influencer marketing platform intervention and purchase behavior. This research further reveals that while influencers share more lifestyle displays and light meal recipes, marketing platforms should strengthen the integration of sustainable development concepts with the light meals industry to enhance product exposure and promote the spread of ideas. In addition, consumers can reinforce this trend by actively participating in social media, sharing purchasing experiences, and proactively seeking information about light meals and sustainable living, thus achieving a beneficial mutual promotion.

Keywords: influencer marketing platform; light meals; purchase intention; purchase behavior (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2024
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