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

Author

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  • Sofi Dinesh
  • Ogunmokun Oluwatobi
  • Raja Sreedharan
  • Anant Kumar Verma

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.

Suggested Citation

  • Sofi Dinesh & Ogunmokun Oluwatobi & Raja Sreedharan & Anant Kumar Verma, 2026. "Perceived credibility of social media influencers and adoption intention towards green apparel," International Journal of Internet Marketing and Advertising, Inderscience Enterprises Ltd, vol. 25(2), pages 237-257.
    • Handle: RePEc:ids:ijimad:v:25:y:2026:i:2:p:237-257
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