The influence of greenfluencer credibility on green purchase behaviour (<i>Influencia de la credibilidad del greenfluencer en el comportamiento de compra de productos verdes</i>)

Cavazos‐Arroyo, Judith; Melchor-Ascencio, Alejandro

doi:10.1080/21711976.2022.2147656

Cited by 3 publications

References 45 publications

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Exploring the Interplay Among Environmental Knowledge, Green Purchase Intention, and Pro‐Environmental Behavior in Greenfluencing Scenarios: The Mediating Effect of Self‐Congruity

de Silva,

de Lima,

dos Santos

et al. 2025

Sustainable Development

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This study aims to understand how followers' perceptions of environmental knowledge conveyed by greenfluencers and mediated by real and ideal self‐congruence affects followers' intentions to make environmentally friendly purchases and engage in pro‐environmental behaviors. Employing a quantitative research approach, data were collected from 224 followers of greenfluencers through nonprobabilistic sampling. Structural equation modeling (SEM) was utilized for analysis. Contrary to prior assumptions, our findings indicate that ideal self‐congruity does not significantly predict pro‐environmental intentions or behaviors. However, real self‐congruence emerged as a significant mediator, influencing both pro‐environmental behavior and the intention to engage in green consumption. This research contributes to understanding virtual relationships involving greenfluencers by highlighting the importance of real self‐congruence in crafting persuasive content and selecting influencers for effective promotion of green brands. We conclude that the use of greenfluencers can indirectly encourage pro‐environmental actions, promoting sustainability objectives and ecological awareness in society.

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Exploring the Interplay Among Environmental Knowledge, Green Purchase Intention, and Pro‐Environmental Behavior in Greenfluencing Scenarios: The Mediating Effect of Self‐Congruity

de Silva,

de Lima,

dos Santos

et al. 2025

Sustainable Development

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Influence of social media fitness influencers’ credibility on users’ physical activity intentions

Wang,

Li,

Wang

et al. 2024

DIGITAL HEALTH

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Objective This study explores how trustworthiness, expertise, and attractiveness of fitness influencers affect Chinese users’ attitudes, subjective norms, perceived behavioral control, and intentions to engage in fitness activities on social media. By integrating the Theory of Planned Behavior with source credibility theory, this research examines the effectiveness of digital health communication in China, offering a novel approach. Methods Data were collected through a cross-sectional survey using convenience sampling, targeting 339 active fitness video viewers on DouYin, China's premier short video platform. The survey was administered via the professional online platform Sojump.com. Participants, active followers of various fitness influencers, engaged with diverse types and durations of fitness videos. Confirmatory factor analysis and structural equation modeling validated the measurement and structural models, rigorously examining the hypothesized relationships within the study. Results Trustworthiness and expertise of influencers significantly influenced users’ attitudes and perceived behavioral control, crucially affecting their intentions to engage in fitness activities. Unlike trustworthiness and expertise, attractiveness had no significant impact on subjective norms. Gender did not moderate these effects, indicating a consistent influencer impact across male and female users. Conclusions This research underscores the critical role of credible fitness influencers in enhancing engagement with health-promotive behaviors on social media. It emphasizes that authenticity and reliability are more influential than attractiveness in promoting health behaviors. This study advances our understanding of effective health communication on social media and offers practical insights for leveraging influencer credibility in public health campaigns.

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Achieving Sustainability via Marketing Communication in the Era of Social and Technological Changes

Majerová,

Višňovský

2024

Social Media and Modern Society - How Social Media Are Changing the Way We Interact With the World Around

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The plurality that characterises postmodern society calls for a much more coherent reflection on socio-economic trends and challenges than was the case in the past. It has become necessary in all fields to take account of individual facts against the background of broad socio-scientific overlaps. This also applies to the achievement of the objectives of sustainable development of society. Thus, the aim of the chapter becomes the conceptualisation of the postulates of social responsibility in the context of the current trends and challenges of the use of social media in marketing communication framed by the specificities of contemporary digital society. Methodologically, the paper is based on the implementation of basic methods of formal logic and the method of scientific excerption. It has been found out that the potential of incorporation of new trends in scope of communicating in favour of achieving sustainable goals is high not only on B2C but also on B2B markets. Also, the phenomenon of green influencers and the importance of authentic pro-socially responsible content in marketing communication of socially responsible companies have been identified.

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The influence of greenfluencer credibility on green purchase behaviour (Influencia de la credibilidad del greenfluencer en el comportamiento de compra de productos verdes)

Cited by 3 publications

References 45 publications

Exploring the Interplay Among Environmental Knowledge, Green Purchase Intention, and Pro‐Environmental Behavior in Greenfluencing Scenarios: The Mediating Effect of Self‐Congruity

Exploring the Interplay Among Environmental Knowledge, Green Purchase Intention, and Pro‐Environmental Behavior in Greenfluencing Scenarios: The Mediating Effect of Self‐Congruity

Influence of social media fitness influencers’ credibility on users’ physical activity intentions

Achieving Sustainability via Marketing Communication in the Era of Social and Technological Changes

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