Eco-Conscious Consumers and Influencer Marketing: Understanding the Path to Green Purchases through the Theory of Planned Behavior

Article Sidebar

PDF
DOI: https://doi.org/10.28924/2291-8639-23-2025-86
Published: Apr 14, 2025
Cite as:
Nilna Muna, Ni Wayan Eka Mitariani, Ni Luh Wayan Sayang Telagawathi, Eco-Conscious Consumers and Influencer Marketing: Understanding the Path to Green Purchases through the Theory of Planned Behavior, Int. J. Anal. Appl., 23 (2025), 86.

Main Article Content

Nilna Muna, Ni Wayan Eka Mitariani, Ni Luh Wayan Sayang Telagawathi

Abstract

This study aims to investigate the direct and indirect impacts of influencer marketing on Balinese consumers' propensity to purchase eco-friendly products and services. It specifically explores the mediating roles of information credibility and positive emotions within this framework. This quantitative research design collected data from 246 Balinese consumers through questionnaire and analyzed it using SEM AMOS. A structural study methodology is adopted. To test the model and hypotheses, the authors used the analysis moment structure structural equation modeling AMOS 23. This study reveals that while influencer marketing may not directly lead consumers to purchase eco-friendly products, it wields a powerful indirect influence. The findings highlight that information credibility and positive emotions are crucial mediators in this relationship. This study offers valuable insights into influencer marketing’s impact on eco-friendly purchases in Bali, but further research is needed for broader applicability. This research guide marketers in using influencer marketing to promote sustainable consumption, higlihgting information credibility and positive emotions as key to enhancing  purchase intention.

Article Details

References

  1. S.F.L.Q. Awang, S.N.S. Annuar, I.A. Gisip, The Effect of Social Media Influencer Attributes towards Pro-Environmental Intention, Rom. J. Inf. Tech. Autom. Control 31 (2021), 111–124. https://doi.org/10.33436/v31i1y202109.
  2. C. Berne-Manero, M. Marzo-Navarro, Exploring How Influencer and Relationship Marketing Serve Corporate Sustainability, Sustainability 12 (2020), 4392. https://doi.org/10.3390/su12114392.
  3. R. Kumar, V. Tripathi, Green Advertising: Examining the Role of Celebrity’s Credibility Using SEM Approach, Glob. Bus. Rev. 23 (2022), 440–459. https://doi.org/10.1177/0972150919862660.
  4. K. Steinbiß, E. Fröhlich, J. Sander, Managing Sustainable Consumption: Shaping the Customer Journey with Focus on Sustainability in the Food Industry, Eduk. Ekonomistów Menedżerów 62 (2022), 80-100. https://doi.org/10.33119/EEIM.2021.62.4.
  5. A. Panopoulos, A. Poulis, P. Theodoridis, A. Kalampakas, Influencing Green Purchase Intention through Eco Labels and User-Generated Content, Sustainability 15 (2022), 764. https://doi.org/10.3390/su15010764.
  6. P. Breves, N. Liebers, #Greenfluencing. The Impact of Parasocial Relationships with Social Media Influencers on Advertising Effectiveness and Followers’ Pro-Environmental Intentions, Environ. Commun. 16 (2022), 773–787. https://doi.org/10.1080/17524032.2022.2109708.
  7. G. Prakash, S. Sharma, A. Kumar, S. Luthra, Does the Purchase Intention of Green Consumers Align with Their Zero-Waste Buying Behaviour? An Empirical Study on a Proactive Approach towards Embracing Waste-Free Consumption, Heliyon 10 (2024), e25022. https://doi.org/10.1016/j.heliyon.2024.e25022.
  8. Y. Sun, S. Wang, Understanding Consumers’ Intentions to Purchase Green Products in the Social Media Marketing Context, Asia Pac. J. Mark. Logist. 32 (2019), 860–878. https://doi.org/10.1108/APJML-03-2019-0178.
  9. M.K. Mawardi, M. Iqbal, E.S. Astuti, R. Alfisyahr, A. Mappatompo, Determinants of Green Trust on Repurchase Intentions: A Survey of Quick Service Restaurants in Indonesia, Cogent Bus. Manag. 11 (2024), 2318806. https://doi.org/10.1080/23311975.2024.2318806.
  10. Y. Shatnawi, E.H.A. Faouri, M.A. Hayari, Examining the Direct and Moderation Effect of Psychographic and Demographic Factors on Green Purchasing Behaviour, Glob. Bus. Econ. Rev. 21 (2019), 556. https://doi.org/10.1504/GBER.2019.101869.
  11. A. Khare, A. Sadachar, S. Chakraborty, Influence of Celebrities and Online Communities on Indian Consumers’ Green Clothing Involvement and Purchase Behavior, J. Fash. Mark. Manag. 26 (2022), 676–699. https://doi.org/10.1108/JFMM-02-2021-0033.
  12. A. Perju-Mitran, A.-E. Budacia, L.C.G. Budacia, M.F. Busuioc, A Conceptual Model of Consumer Intention to Continue Buying Eco-Labeled Products, Amfiteatru Econ. 24 (2022), 546-565. https://doi.org/10.24818/EA/2022/60/546.
  13. M. Adil, E.S. Parthiban, H.A. Mahmoud, et al. Consumers’ Reaction to Greenwashing in the Saudi Arabian Skincare Market: A Moderated Mediation Approach, Sustainability 16 (2024), 1652. https://doi.org/10.3390/su16041652.
  14. D. Harjadi, A. Gunardi, Factors Affecting Eco-Friendly Purchase Intention: Subjective Norms and Ecological Consciousness as Moderators, Cogent Bus. Manag. 9 (2022), 2148334. https://doi.org/10.1080/23311975.2022.2148334.
  15. I. Ajzen, The Theory of Planned Behavior, Organ. Behav. Hum. Decis. Process. 50 (1991), 179–211. https://doi.org/10.1016/0749-5978(91)90020-T.
  16. J.L. Hale, B.J. Householder, K.L. Greene, The Theory of Reasoned Action, in: The Persuasion Handbook: Developments in Theory and Practice, SAGE Publications, 2002: pp. 259–286. https://doi.org/10.4135/9781412976046.n14.
  17. D. Trafimow, The Theory of Reasoned Action: A Case Study of Falsification in Psychology, Theory Psychol. 19 (2009), 501–518. https://doi.org/10.1177/0959354309336319.
  18. A. Rodrigo, T. Mendis, Impact of Social Media Influencers’ Credibility on Millennial Consumers’ Green Purchasing Behavior: A Concept Paper on Personal and Social Identities, Manag. Matters 20 (2023), 134–153. https://doi.org/10.1108/MANM-12-2022-0113.
  19. E.T. Maziriri, B. Nyagadza, T. Chuchu, G. Mazuruse, Antecedents of Attitudes towards the Use of Environmentally Friendly Household Appliance Products in Zimbabwe: An Extension of the Theory of Planned Behaviour, PSU Res. Rev. 8 (2024), 749–773. https://doi.org/10.1108/PRR-03-2022-0033.
  20. Md. Nekmahmud, H. Ramkissoon, M. Fekete-Farkas, Green Purchase and Sustainable Consumption: A Comparative Study between European and Non-European Tourists, Tour. Manag. Perspect. 43 (2022), 100980. https://doi.org/10.1016/j.tmp.2022.100980.
  21. A. Al Mamun, F. Naznen, Q. Yang, et al. Modelling the Significance of Celebrity Endorsement and Consumer Interest on Attitude, Purchase Intention, and Willingness to Pay a Premium Price for Green Skincare Products, Heliyon 9 (2023), e16765. https://doi.org/10.1016/j.heliyon.2023.e16765.
  22. J. Cavazos-Arroyo, A. Melchor-Ascencio, The Influence of Greenfluencer Credibility on Green Purchase Behaviour ( Influencia de La Credibilidad Del Greenfluencer En El Comportamiento de Compra de Productos Verdes ), PsyEcology 14 (2023), 81–102. https://doi.org/10.1080/21711976.2022.2147656.
  23. I. Ajzen, M. Fishbein, Attitudes and the Attitude-Behavior Relation: Reasoned and Automatic Processes, Eur. Rev. Soc. Psychol. 11 (2000), 1–33. https://doi.org/10.1080/14792779943000116.
  24. C. Pornpitakpan, The Persuasiveness of Source Credibility: A Critical Review of Five Decades’ Evidence, J. Appl. Soc. Psychol. 34 (2004), 243–281. https://doi.org/10.1111/j.1559-1816.2004.tb02547.x.
  25. S.S. Jalali, H.B. Khalid, The Influence of Instagram Influencers’ Activity on Green Consumption Behavior, Bus. Manag. Strat. 12 (2021), 78. https://doi.org/10.5296/bms.v12i1.18265.
  26. T.T.A. Ngo, C.T. Bui, H.K.L. Chau, N.P.N. Tran, Electronic Word-of-Mouth (eWOM) on Social Networking Sites (SNS): Roles of Information Credibility in Shaping Online Purchase Intention, Heliyon 10 (2024), e32168. https://doi.org/10.1016/j.heliyon.2024.e32168.
  27. J. Weismueller, P. Harrigan, S. Wang, G.N. Soutar, Influencer Endorsements: How Advertising Disclosure and Source Credibility Affect Consumer Purchase Intention on Social Media, Australasian Mark. J. 28 (2020), 160–170. https://doi.org/10.1016/j.ausmj.2020.03.002.
  28. N. Kim, K. Lee, Environmental Consciousness, Purchase Intention, and Actual Purchase Behavior of Eco-Friendly Products: The Moderating Impact of Situational Context, Int. J. Environ. Res. Public Health 20 (2023), 5312. https://doi.org/10.3390/ijerph20075312.
  29. P. Duarte, S.C. Silva, A.S. Roza, J.C. Dias, Enhancing Consumer Purchase Intentions for Sustainable Packaging Products: An in-Depth Analysis of Key Determinants and Strategic Insights, Sustain. Futures 7 (2024), 100193. https://doi.org/10.1016/j.sftr.2024.100193.
  30. S.Y. Song, Y.K. Kim, A Human-Centered Approach to Green Apparel Advertising: Decision Tree Predictive Modeling of Consumer Choice, Sustainability 10 (2018), 3688. https://doi.org/10.3390/su10103688.
  31. D.T. Cuong, Positive Emotions Influencing Consumer Shopping Behavior on E-Commerce Platforms, Manag. Mark. 19 (2024), 15–31. https://doi.org/10.2478/mmcks-2024-0002.
  32. J. Lin, Y. Huang, M. Li, Enhancing Green Purchase Intentions: The Effects of Product Transformation Salience and Consumer Traceability Knowledge, Sustainability 15 (2023), 12612. https://doi.org/10.3390/su151612612.
  33. A.S. Ghalib, M. Ardiansyah, The Role of Instagram Influencers in Affecting Purchase Decision of Generation Z, J. Bus. Manag. Soc. Stud. 2 (2023), 117–129. https://doi.org/10.53748/jbms.v2i3.44.
  34. W. Ahmad, Q. Zhang, Green Purchase Intention: Effects of Electronic Service Quality and Customer Green Psychology, J. Clean. Prod. 267 (2020), 122053. https://doi.org/10.1016/j.jclepro.2020.122053.
  35. X. Wang, M. Ming, Y. Zhang, Are “People” or “Animals” More Attractive? Anthropomorphic Images in Green-Product Advertising, J. Clean. Prod. 276 (2020), 122719. https://doi.org/10.1016/j.jclepro.2020.122719.
  36. S.B. MacKenzie, P.M. Podsakoff, Common Method Bias in Marketing: Causes, Mechanisms, and Procedural Remedies, J. Retail. 88 (2012), 542–555. https://doi.org/10.1016/j.jretai.2012.08.001.
  37. R.G.C.A. Bajar, A.K.S. Ong, J.D. German, Determining Sustainable Purchase Behavior for Green Products from Name-Brand Shops: A Gen Z Perspective in a Developing Country, Sustainability 16 (2024), 3747. https://doi.org/10.3390/su16093747.
  38. I. Ajzen, Understanding attitudes and predictiing social behavior, Englewood Cliffs, 1980.
  39. J.F. Hair, G.T.M. Hult, C.M. Ringle, et al. Partial Least Squares Structural Equation Modeling (PLS-SEM) Using R: A Workbook, Springer, Cham, 2021. https://doi.org/10.1007/978-3-030-80519-7.
  40. P.M. Podsakoff, S.B. MacKenzie, J.Y. Lee, N.P. Podsakoff, Common Method Biases in Behavioral Research: A Critical Review of the Literature and Recommended Remedies, J. Appl. Psychol. 88 (2003), 879–903. https://doi.org/10.1037/0021-9010.88.5.879.
  41. P.M. Podsakoff, S.B. MacKenzie, N.P. Podsakoff, Sources of Method Bias in Social Science Research and Recommendations on How to Control It, Ann. Rev. Psychol. 63 (2012), 539–569. https://doi.org/10.1146/annurev-psych-120710-100452.
  42. P.J. Jordan, A.C. Troth, Common Method Bias in Applied Settings: The Dilemma of Researching in Organizations, Australian J. Manag. 45 (2020), 3–14. https://doi.org/10.1177/0312896219871976.
  43. H. Tullani, R. Saha, R. Dahiya, Green Innovation and Ethical Responsibility: Do They Improve Customer’s Green Purchase Intentions?, Int. J. Sustain. Entrep. Corp. Soc. Responsib. 3 (2018), 35–52. https://doi.org/10.4018/IJSECSR.2018010103.
  44. Z. Tan, B. Sadiq, T. Bashir, H. Mahmood, Y. Rasool, Investigating the Impact of Green Marketing Components on Purchase Intention: The Mediating Role of Brand Image and Brand Trust, Sustainability 14 (2022), 5939. https://doi.org/10.3390/su14105939.
  45. J. Son, C. Nam, S. Diddi, Emotion or Information: What Makes Consumers Communicate about Sustainable Apparel Products on Social Media?, Sustainability 14 (2022), 2849. https://doi.org/10.3390/su14052849.
  46. J. Hojnik, M. Ruzzier, T.S. Manolova, Sustainable Development: Predictors of Green Consumerism in Slovenia, Corp. Soc. Responsib. Environ. Manag. 27 (2020), 1695–1708. https://doi.org/10.1002/csr.1917.
  47. S. Singh, U. Chawla, H. Iqbal, Relationship between Social Cause, Environment Conservation and Environmental Attitude, towards Promoting Green Purchasing Behavior, Serbian J. Manag. 18 (2023), 27–43. https://doi.org/10.5937/sjm18-36157.
  48. D.J. (Jay) Lim, N. Youn, H.J. Eom, Green Advertising for the Sustainable Luxury Market, Australasian Mark. J. 29 (2021), 288–296. https://doi.org/10.1177/1839334921999488.
  49. A.H.P.K. Putra, S. Mariam, M. Tafsir, N. Rosanti, Deciphering the Green Marketing Puzzle: Understanding the Interplay of Green Marketing Strategic Orientation, Attitude towards Green Marketing, Brand Integrity, and Purchase Intention, Int. Rev. Manag. Mark. 14 (2024), 210–229. https://doi.org/10.32479/irmm.16224.
  50. M.U. Majeed, S. Aslam, S.A. Murtaza, S. Attila, E. Molnár, Green Marketing Approaches and Their Impact on Green Purchase Intentions: Mediating Role of Green Brand Image and Consumer Beliefs towards the Environment, Sustainability 14 (2022), 11703. https://doi.org/10.3390/su141811703.
  51. L. Zhang, Y. Fan, W. Zhang, S. Zhang, Extending the Theory of Planned Behavior to Explain the Effects of Cognitive Factors across Different Kinds of Green Products, Sustainability 11 (2019), 4222. https://doi.org/10.3390/su11154222.
  52. M.S. Shabbir, M.A. Bait Ali Sulaiman, N. Hasan Al-Kumaim, A. Mahmood, M. Abbas, Green Marketing Approaches and Their Impact on Consumer Behavior towards the Environment—A Study from the UAE, Sustainability 12 (2020), 8977. https://doi.org/10.3390/su12218977.
  53. S. Balaskas, A. Panagiotarou, M. Rigou, Impact of Environmental Concern, Emotional Appeals, and Attitude toward the Advertisement on the Intention to Buy Green Products: The Case of Younger Consumer Audiences, Sustainability 15 (2023), 13204. https://doi.org/10.3390/su151713204.
  54. J.N. Sheth, A. Parvatiyar, Sustainable Marketing: Market-Driving, Not Market-Driven, J. Macromark. 41 (2021), 150–165. https://doi.org/10.1177/0276146720961836.
  55. K. White, A. Cakanlar, S. Sethi, R. Trudel, The Past, Present, and Future of Sustainability Marketing: How Did We Get Here and Where Might We Go?, J. Bus. Res. 187 (2025), 115056. https://doi.org/10.1016/j.jbusres.2024.115056.