The influence of greenfluencer credibility on green purchase behaviour (Influencia de la credibilidad del greenfluencer en el comportamiento de compra de productos verdes)

ABSTRACT The communication of environmental awareness through social media can act as a mechanism for adopting more responsible consumption patterns. Therefore, the aim of this research was to analyse the impact of greenfluencer credibility on attitude, subjective norms and perceived behavioural control, as well as the effect these have on purchase intentions and of the latter on green purchase behaviours. Quantitative, non-experimental, explanatory, cross-sectional research was conducted on 201 Mexican subjects between the ages of 15 and 60, all followers of environmental influencers on Facebook. The results shows that the credibility of greenfluencers had a positive effect on attitude, subjective norms and behavioural control. In addition, both attitude and perceived behavioural control positively impacted purchase intentions, although subjective norms did not. Finally, purchase intentions had a significant effect on the actual purchase of green products. Further exploration would be useful on the role of greenfluencers in the adoption of sustainable lifestyles.