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Digital Influencers Promoting Healthy Food: The Role of Source Credibility and Consumer Attitudes and Involvement on Purchase Intention

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  • Edar Añaña

    (Department of Business Administration, Federal University of Pelotas, Pelotas 96.015-560, RS, Brazil)

  • Belem Barbosa

    (School of Economics and Management, University of Porto, 4200-464 Porto, Portugal)

Abstract

This article investigates the influence of digital influencers on healthy food purchase intention within the context of Instagram. The research model is guided by the theory of source credibility and the elaboration likelihood model. A quantitative approach was employed, and data were collected through an online survey from Instagram users in Portugal (n = 221). A set of ten hypotheses was tested using structural equation modeling (SPSS-AMOS). The findings corroborated that purchase intention of healthy foods is positively influenced by digital influencer perceived credibility, involvement with healthy foods, and attitude toward advertising on Instagram. The findings also confirmed that involvement with healthy foods and with Instagram affect advertising avoidance behavior, and that these three constructs affect attitude toward advertising on Instagram. However, the expected relationship between attitude toward advertising and digital influencer credibility was not confirmed. The study contributes to the literature on influencer marketing, specifically in the context of healthy food, and it provides valuable insights for social media marketers and brand managers interested in adopting influencer marketing to leverage their communication effectiveness.

Suggested Citation

  • Edar Añaña & Belem Barbosa, 2023. "Digital Influencers Promoting Healthy Food: The Role of Source Credibility and Consumer Attitudes and Involvement on Purchase Intention," Sustainability, MDPI, vol. 15(20), pages 1-18, October.
    • Handle: RePEc:gam:jsusta:v:15:y:2023:i:20:p:15002-:d:1262049
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    References listed on IDEAS

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    1. Valavadra Sahu & Honorata Barbara Howaniec & Saroj Kumar Sahoo & Simran Babu & Grzegorz Biesok, 2025. "Variety-Seeking Shopping Behaviours in the Age of Green Content Marketing, Affiliate Marketing, and Shopping Motives: An Agenda for Future Research Using a TCCM Approach," Sustainability, MDPI, vol. 17(13), pages 1-23, June.
    2. Yang, Defeng & Zhang, Jiaen & Sun, Yu & Huang, Zan, 2024. "Showing usage behavior or not? The effect of virtual influencers’ product usage behavior on consumers," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    3. Zhaoyue Qin & Yiming Chen & Yue Yan & Yi Huang, 2024. "Influencer Marketing Platforms’ Effect on Light Meal Purchase Intention and Behavior," Sustainability, MDPI, vol. 16(11), pages 1-20, May.

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