The influence of greenfluencer credibility on green purchase behaviour

• Judith Cavazos-Arroyo ^[1] ; Alejandro Melchor-Ascencio ^[2]
  1. [1] Universidad Popular Autónoma del Estado de Puebla

     Universidad Popular Autónoma del Estado de Puebla

     México

     
  2. [2] Universidad Tecnológica de México

     Universidad Tecnológica de México

     México

     
• Localización: PsyEcology: Bilingual Journal of Environmental Psychology / Revista Bilingüe de Psicología Ambiental, ISSN-e 1989-9386, ISSN 2171-1976, Vol. 14, Nº. 1, 2023, págs. 81-102
• Idioma: inglés
• DOI: 10.1080/21711976.2022.2147656
• Títulos paralelos:
  • Influencia de la credibilidad del greenfluencer en el comportamiento de compra de productos verdes
• Enlaces
  • Texto completo
• Resumen
  • español

    La comunicación de la concientización del cuidado ambiental a través de las redes sociales puede funcionar como un mecanismo de la adopción de un consumo más responsable. Por ello, el objetivo de la investigación consistió en analizar el impacto de la credibilidad del ‘greenfluencer’, sobre actitud, normas subjetivas y control conductual percibido, así como el efecto de estas sobre la intención de compra y de esta última sobre la conducta de compra verde. Se realizó una investigación cuantitativa, no experimental, explicativa y transversal a 201 mexicanos entre los 15 y 60 años de edad, seguidores de influencers ambientales a través de Facebook. Los resultados mostraron que la credibilidad del greenfluencer tiene un efecto positivo sobre actitud, normas subjetivas y control conductual. Además, tanto actitud como control conductual percibido impactaron positivamente la intención de compra, aunque las normas subjetivas no lo hicieron. Finalmente, la intención de compra tuvo un efecto significativo sobre la conducta de compra de productos ambientales. Se recomienda profundizar en el rol del greenfluencer en la adopción de estilos de vida sostenibles.

  • English

    The communication of environmental awareness through social media can act as a mechanism for adopting more responsible consumption patterns. Therefore, the aim of this research was to analyse the impact of greenfluencer credibility on attitude, subjective norms and perceived behavioural control, as well as the effect these have on purchase intentions and of the latter on green purchase behaviours. Quantitative, non-experimental, explanatory, cross-sectional research was conducted on 201 Mexican subjects between the ages of 15 and 60, all followers of environmental influencers on Facebook. The results shows that the credibility of greenfluencers had a positive effect on attitude, subjective norms and behavioural control. In addition, both attitude and perceived behavioural control positively impacted purchase intentions, although subjective norms did not. Finally, purchase intentions had a significant effect on the actual purchase of green products. Further exploration would be useful on the role of greenfluencers in the adoption of sustainable lifestyles.

• Referencias bibliográficas
  • Ajzen, I. (1991). Theory of planned behavior. Organization Behavior and Human Decision Process, 50(2), 179–211. https://doi.org/10.1016/0749-5978(91)90020-T
  • Ajzen, I. (2001). Nature and operation of attitudes. Annual Review of Psychology, 52(1), 27–58. https://doi.org/10.1146/annurev.psych.52.1.27
  • Ajzen, I. (2005). Attitudes, personality and behavior. Open University Press.
  • Armitage, C. J., & Conner, M. (2001). Efficacy of the theory of planned behaviour: A meta-analytic review. British Journal of Social Psychology,...
  • Baumgartner, H., Weijters, B., & Pieters, R. (2021). The biasing effect of common method variance: Some clarifications. Journal of the...
  • Becker, A., Waldner, C. J., Nitsch, L. J., & Trautwein, S. (2022). Communicating social value: An experimental study on credible communication...
  • Carter, D. (2016). Hustle and brand: The sociotechnical shaping of influence. Social Media+ Society, 2(3), 2056305116666305. https://doi.org/10.1177/2056305116666305
  • Chetioui, Y., Benlafqih, H., & Lebdaoui, H. (2020). How fashion influencers contribute to consumers’ purchase intention. Journal of Fashion...
  • Chin, W. W. (2010). How to write up and report PLS analyses. In V. V. Esposito, W. Chin, J. Henseler, & H. Wang (Eds.), Handbook of partial...
  • Cooley, D., & Parks-Yancy, R. (2019). The effect of social media on perceived information credibility and decision making. Journal of...
  • Dagher, G. K., & Itani, O. (2014). Factors influencing green purchasing behaviour: Empirical evidence from the Lebanese consumers. Journal...
  • Del Valle, V., & Zamora, E. V. (2021). El uso de las medidas de auto-informe: Ventajas y limitaciones en la investigación en Psicología....
  • Do Paço, A. M. F., & Reis, R. (2012). Factors affecting skepticism toward green advertising. Journal of Advertising, 41(4), 147–155. https://doi.org/10.1080/00913367.2012.10672463
  • Fuller, C. M., Simmering, M. J., Atinc, G., Atinc, Y., & Babin, B. J. (2016). Common methods variance detection in business research....
  • Grappe, C. G., Lombart, C., Louis, D., & Durif, F. (2022). Clean labeling: Is it about the presence of benefits or the absence of detriments?...
  • Hair, J. J., Howard, M. C., & Nitzl, C. (2020). Assessing measurement model quality in PLS-SEM using confirmatory composite analysis....
  • Hair, J. F., Jr, Hult, G. T. M., Ringle, C., & Sarstedt, M. (2016). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM)...
  • Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business...
  • Jin, X. L., Yin, M., Zhou, Z., & Yu, X. (2021). The differential effects of trusting beliefs on social media users’ willingness to adopt...
  • Kamalanon, P., Chen, J. S., & Le, T. T. Y. (2022). “Why do we buy green products?” An extended theory of the planned behavior model for...
  • Kumar, R., & Tripathi, V. (2019). Green advertising: Examining the role of celebrity’s credibility using SEM approach. Global Business...
  • Liu, M. T., Liu, Y., & Mo, Z. (2020). Moral norm is the key: An extension of the theory of planned behaviour (TPB) on Chinese consumers’...
  • Liu, X., Wang, C., Shishime, T., & Fujitsuka, T. (2012). Sustainable consumption: Green purchasing behaviours of urban residents in China....
  • Lou, C., & Yuan, S. (2019). Influencer marketing: How message value and credibility affect consumer trust of branded content on social...
  • Maddux, J. E., & Rogers, R. W. (1980). Effects of source expertness, physical attractiveness, and supporting arguments on persuasion:...
  • Martín-Consuegra, D., Faraoni, M., Díaz, E., & Ranfagni, S. (2018). Exploring relationships among brand credibility, purchase intention...
  • Mazhar, W., Jalees, T., Asim, M., Alam, S. H., & Zaman, S. I. (2022). Psychological consumer behavior and sustainable green food purchase....
  • McCracken, G. (1989). Who is the celebrity endorser? Cultural foundations of the endorsement process. Journal of Consumer Research, 16(3),...
  • Moser, K., Tumasjan, A., & Welpe, I. M. (2015). Small, but attractive: The effect of employer branding and legitimacy on startup attractiveness....
  • Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers’ perceived expertise, trustworthiness, and attractiveness....
  • Park, H. J., & Lin, L. M. (2020). Exploring attitude–behavior gap in sustainable consumption: Comparison of recycled and upcycled fashion...
  • Pham, M., Dang, T. Y., Hoang, T. H. Y., Tran, T. T. N., & Ngo, T. H. Q. (2021). The effects of online social influencers on purchasing...
  • Pittman, M., & Abell, A. (2021). More trust in fewer followers: Diverging effects of popularity metrics and green orientation social media...
  • Ramayah, T., Lee, J. W. C., & Mohamad, O. (2010). Green product purchase intention: Some insights from a developing country. Resources,...
  • Riskos, K., Dekoulou, P., Mylonas, N., & Tsourvakas, G. (2021). Ecolabels and the Attitude–behavior relationship towards green product...
  • Ritter, A. M., Borchardt, M., Vaccaro, G. L., Pereira, G. M., & Almeida, F. (2015). Motivations for promoting the consumption of green...
  • Rogers, E. M., & Bhowmik, D. K. (1970). Homophily-Heterophily: Relational concepts for communication research. Oxford Journals, Social...
  • Sailer, A., Wilfing, H., & Straus, E. (2022). Greenwashing and Bluewashing in Black Friday-Related Sustainable Fashion Marketing on Instagram....
  • Sarstedt, M., Ringle, C. M., Smith, D., Reams, R., & Hair, J. F., Jr. (2014). Partial least squares structural equation modeling (PLS-SEM):...
  • Sreen, N., Purbey, S., & Sadarangani, P. (2020). Understanding the relationship between different facets of materialism and attitude toward...
  • Sun, Y., & Wang, S. (2019). Understanding consumers’ intentions to purchase green products in the social media marketing context. Asia...
  • Tehseen, S., Ramayah, T., & Sajilan, S. (2017). Testing and controlling for common method variance: A review of available methods. Journal...
  • Wang, B., Li, J., Sun, A., Wang, Y., & Wu, D. (2019). Residents’ green purchasing intentions in a developing-country context: Integrating...
  • Wesley, S. C., Lee, M. Y., & Kim, E. Y. (2012). The role of perceived consumer effectiveness and motivational attitude on socially responsible...
  • Xu, X., Hua, Y., Wang, S., & Xu, G. (2020). Determinants of consumer’s intention to purchase authentic green furniture. Resources, Conservation...
  • Yang, X., Chen, L., Wei, L., & Su, Q. (2020). Personal and media factors related to citizens’ pro-environmental behavioral intention against...
  • Zahan, I., Chuanmin, S., Fayyaz, M., & Hafeez, M. (2020). Green purchase behavior towards green housing: An investigation of Bangladeshi...