The Role of Green Influencers in Shaping Green Brand Image: A Mediation Analysis of Green Consumer Trust

Sha Wu, Ai-Fen Lim and Woei-Yu Lim ()
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Sha Wu: UCSI Graduate Business School, UCSI University, Kuala Lumpur, Malaysia2Zhengzhou University of Economics and Trade, Henan, P. R. China
Ai-Fen Lim: UCSI Graduate Business School, UCSI University, Kuala Lumpur, Malaysia
Woei-Yu Lim: Faculty of Accountancy, Finance and Business, Tunku Abdul Rahman, University of Management and Technology, Kuala Lumpur, Malaysia

Journal of Information & Knowledge Management (JIKM), 2025, vol. 24, issue 05, 1-16

Abstract: Through transparent and clear communication, green influencer marketing can effectively convey sustainable consumption information, reduce consumer confusion in the decision-making process, and thus enhance green consumer trust (GCT). At the same time, simplifying and optimizing information expression makes the green brand image (GBI) more intuitive and credible and promotes the popularization of green consumption behaviour. Based on social influence theory (SIT), this study applies the PLS-SEM method to analyse 363 Chinese consumer questionnaire data to investigate the role of green influencer marketing (GIM) on GCT and GBI, including the moderating effect of greenwash. Results demonstrate that environmental sustainability-oriented influence significantly enhances GCT, while environmentally friendly product-oriented influence has no significant effect. GCT positively affects GBI, and greenwash has a moderating effect on the above relationships. This study improves our understanding of GIM. GCT is an important factor in the relationship between them and GBI. Greenwash should be reduced by strategies that encourage sustainable production and green consumption (SDG 12).

Keywords: Green influencers; green knowledge; SDG 12=green consumption; greenwash; green consumer trust (search for similar items in EconPapers)
Date: 2025
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DOI: 10.1142/S0219649225500510

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