Informers or entertainers: The effect of social media influencers on consumers' green consumption

This research examines the impact of social media influencers on green product purchasing intentions through three studies. Study 1 (N = 195) identifies a consumer preference for informers over entertainers as influencers. Study 2 (N = 196) establishes trust as a key mediator in this process. Study 3 (N = 197) finds that the effectiveness of influencers depends on the match between influencer type and endorsement style, whereby entertainers (informers) foster trust and purchase intentions with an explicit (implicit) endorsement style. The findings offer insights for marketers in leveraging influencers for promoting green products.

Automated summary

This research examines the impact of social media influencers on green product purchasing intentions through three studies. The findings indicate that consumers prefer informers over entertainers as influencers and trust plays a key role in this process. Furthermore, the study reveals that the effectiveness of influencers depends on the match between influencer type and endorsement style.