Consumers’ attitude and behavioral intention toward green contents: Role of greenfluencer marketing

Abstract

This research aims to examine how green influencer marketing (including green influencers, content, platforms) influence consumers’ attitude and behavioral intention (behavioral engagement, positive WOM communication, purchase intention) through trustworthiness, perceived information value, brand awareness, attitude toward green influencer and brand attitude. Based on the stimulus–response theory and further the Stimulus-Organism-Response (S–O-R) framework, a conceptual model is proposed and tested by using a sample of 335 Vietnamese at the age of 18-25 and older collected from an online survey using Google Forms. Thereafter, the dataset was analyzed via the use of software SPSS 20.0 and Smart PLS 3.2.8. The findings revealed that not all of the stimulus antecedents included in the analysis are meaningful in building consumers’ perception and evaluation. Furthermore, the variables: Green influencer expertise, Attractiveness, Information quality also give negative effects, contrary to the proposed hypothesis. Once stimulated, however, their perception as well as evaluation both have a positive impact on consumer attitude. Ultimately, these attitudes result in positive behavioral intention marketing outcomes. From there, this study promising to offer insightful information on how green influencer marketing affects consumers' opinions, assessments, and reactions to material that is uploaded