Green influencers and consumers’ decoupling behaviors for parasocial relationships and sustainability. A comparative study between Korea and Vietnam

This study develops a comprehensive model of green social media influencers (GSMIs) to examine their role in shaping consumer green behaviors through parasocial relationships (PSRs). Particularly, it investigates the interrelationships between trust in GSMIs, perceived risk, and PSRs, as well as the connections among PSRs, perceived guilt, environmental decoupling, and consumer green behaviors. It also aims to identify the key determinants of retail consumer green behavior and explore the moderating effects of perceived greenwashing and follower density. Addressing the limited exploration of these dynamics in the Asian context, the research compares conceptual models of developed and emerging GSMI markets through cross-country surveys conducted in South Korea (n = 306) and Vietnam (n = 309), focusing on national retail consumers. The findings largely confirm the proposed relationships, except for the links between PSRs, environmental decoupling, and perceived guilt, which showed significant variations between the two countries. Furthermore, perceived greenwashing and follower density emerged as critical moderators, significantly shaping the relationships within the model. This study enhances the theoretical understanding of consumer decoupling and influencer marketing while providing practical insights for designing effective green marketing strategies that utilize GSMIs to promote sustainable consumer behavior.