Title: Transforming Multidisciplinary Research Through Artificial Intelligence
Chief Editors: Dr. Nagasudha R and Dr. Geetha V
Associate Editors: Dr. Aarti Sharma and Ms. P. Nithyashankari
Co-Editors: Dr. Madhumathi Reddim and Dr. Shishira Srinivasa
ISBN: 978-93-7183-019-5
Chapter: 21
DOI: https://doi.org/10.59646/804/21
Author: Ms. Rashmeet Kaur Ajmani
Abstract
The rapid expansion of social media platforms has transformed influencer marketing into a powerful digital communication tool, particularly among Generation Z consumers. Alongside this transformation, sustainability has emerged as a critical factor influencing contemporary consumer behavior. While existing studies have established a direct relationship between influencer credibility and purchase intention, limited research explains the underlying psychological mechanism through which credibility influences sustainable purchasing decisions. This study examines the mediating role of sustainability consciousness in the relationship between influencer credibility and purchase intention among Generation Z consumers. A descriptive research design was employed, and primary data were collected through a structured questionnaire administered to Gen Z respondents who actively follow social media influencers. Influencer credibility was measured using trustworthiness and expertise dimensions, while sustainability consciousness captured respondents’ awareness and concern toward sustainable consumption. Data were analysed using descriptive statistics, correlation analysis, and regression-based mediation analysis. The findings are expected to reveal that influencer credibility significantly enhances sustainability consciousness, which in turn positively influences purchase intention. The study contributes to the literature on influencer marketing and sustainable consumer behaviour by highlighting sustainability consciousness as a key mediating mechanism. Practical implications are provided for marketers and brands aiming to promote sustainable products through credible influencer collaborations.
Keywords: Influencer Credibility, Sustainability Consciousness, Purchase Intention, Generation Z, Influencer Marketing