INFLUENCERS AND ITS EFFECT ON THE PURCHASE OF GREEN PRODUCTS: A STUDY ON ECUADORIAN GENERATION Z
DOI:
https://doi.org/10.37135/kai.03.14.03Keywords:
environment, perception, sales promotion, similarity, structural equation modeling (SEM-PLS)Abstract
The impact of influencers on the purchase of green products is explored, focusing on the effect of similarity with the influencer and the mediation of attitude, experience, trustworthiness and perceived credibility. A 22-item survey was used, applied to a sample of 96 Ecuadorians belonging to generation Z. The data were analyzed using variance-based structural equation models (SEM-PLS). The results reveal that similarity with the influencer has a significant effect both directly and mediated by attitude towards the influencer, while experience, trustworthiness and perceived credibility do not show a significant impact.
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