The Impact of Influencer Credibility and Green Advertising on Sustainable Food Consumption

Abstract

Social media platforms have become a fundamental component of modern society, playing a pivotal role in shaping consumer behaviour. In recent years, influencers have emerged as key agents in promoting sustainable food consumption. Their ability to influence consumer decisions, alongside the incentives they receive from marketers, has made them valuable assets in marketing strategies. However, the credibility of influencers and the efficacy of green advertising are critical factors in influencing consumer attitudes and behaviours. This study aims to examine the impact of influencer credibility on green advertising and, subsequently, on sustainable food consumption. A quantitative research design was employed, involving 300 followers of influencers on Instagram. The results of the Partial Least Squares (PLS) analysis indicate that influencer credibility positively influences green advertising, which, in turn, has a favourable effect on the cognitive, affective, and conative dimensions of sustainable food consumption. These findings contribute to the understanding of how influencer marketing can foster more sustainable consumer behaviours.

Keywords: Sustainable food consumption, Influencer credibility, Green advertising

DOI: 10.7176/JMCR/94-08

Publication date: May 30^th 2025