Title: Perceived credibility of social media influencers and adoption intention towards green apparel

Authors: Sofi Dinesh; Ogunmokun Oluwatobi; Raja Sreedharan; Anant Kumar Verma

Addresses: ICFAI Foundation for Higher Education, Off Campus Center, Bangalore, India ' University of Chester, Parkgate Rd., Chester CH1 4BJ, UK ' Rabat Business School, Universite Internationale de Rabat, Morocco ' School of Hospitality and Tourism, Jagaran Lakecity University, Bhopal, India

Abstract: Clothing has a high potential to be converted into a pro-environmental product in the form of green apparel. Although green apparels benefit the environment in multifarious ways, its adoption by consumers still poses a challenge for practitioners. The adoption of green apparel by consumers can be accelerated by using social media influencers, who can easily persuade consumers to adopt green apparel. This study examines the attributes of social media influencers that can impact the buying behaviour of consumers toward green apparel. Using survey data from 150 consumers, this research has used PLS-SEM to analyse the hypothesised model. Further, the fuzzy set qualitative comparative analysis explores the adoption intention of green apparel. Results indicate that it is the content that is created by social media influencers and their personality that are positively related to consumers' adoption intention towards green apparel which is validated through post hoc analysis.

Keywords: social media influencer; trustworthiness; adoption intention; green apparel; credibility; social media presence.

DOI: 10.1504/IJIMA.2026.156053

International Journal of Internet Marketing and Advertising, 2026 Vol.25 No.2, pp.237 - 257

Received: 06 Jan 2024
Accepted: 30 Apr 2024
Published online: 02 Sep 2026 *

Full-text access for editors Full-text access for subscribers Purchase this article Comment on this article