The Impact of Social Media Influencers on Consumer Purchase Intentions for Organic and Green Products

Main Article Content

Arti Kumari Gurung, Dr. Chandra Mohan Singh

Abstract

One of the most consequential factors that may affect buying behavior is social media; this changes the manner in which organizations relate to potential consumers mainly in the organic and green industry.” The objective of this research paper is to look at the role of influencers in influencing consumers’ purchase decisions on organic and green products. In view of increasing the customer consciousness of the populace towards sustainability and environmental concerns, social media influencers have emerged as opinion leaders whose opinions influence purchasing decisions. This paper explores the suitability of influencers’ credibility, trustworthiness and content messages on followers that triggers their attitude toward organic and eco-friendly products. Collecting data by survey, survey respondent consists of varied set of consumers and the aim of analysis was to determine the correlation between the influencer marketing and the consumers’ buying decision. It is for this crucial data that the work showed that influencers endorsing sustainable attributes and genuinely recommending products improve consumer confidence and the potential for buying sustainable products. The paper therefore concludes by reflecting on the prospects, challenges and interventions for marketers and brands employing social media influencers to market organic and environmentally friendly products.

Article Details

Section
Articles