Influencer marketing impacts on purchase intention of gen Z in Ho Chi Minh city when consuming sustainable products

Abstract

This study focuses on exploring the impact of influencer marketing on the purchase intentions towards sustainable products among Generation Z in Ho Chi Minh City through the use of Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM). Within this research context, the primary independent variables include the compatibility between the influencer and the product, the number of followers, the disclosure of sponsored messages, attitude towards the brand, knowledge about sustainable products, and environmental concerns. The findings reveal that influencers who have a high compatibility with the products they promote, possess a large following, and whose sponsored messages are undisclosed, will enhance their attitude towards the brand. Subsequently, this attitude, along with knowledge about the product and concern for the environment, will encourage their purchasing behavior. These results present challenges and opportunities for influencer marketing strategies in the context of Gen Z's sustainable consumption goals, which is suitable with the 12th goal of the 2030 Agenda for Sustainable Development, “Ensuring sustainable consumption and production patterns”, initiated by the United Nations in 2015.