IDEAS home Printed from https://ideas.repec.org/a/sae/padigm/v29y2025i2p183-202.html

Investigating the Impact of Social Media Influencers’ Credibility on Vegan Food Purchase Intentions: An SOR Perspective

Author

Listed:
  • Tripta Khurana
  • Sonia Pannu
  • Garima Dalal
  • Pooja Vyas
  • Priya Rani

Abstract

Social media influencers play a crucial role in promoting vegan food by creating captivating content that educates and inspires a wide audience about plant-based lifestyles, fostering a culture of compassionate and sustainable living. Within the context of the stimulus-organism-response (SOR) paradigm, this study attempts to examine the effects of social media influencer credibility dimensions on parasocial interaction, which further affects brand attitude, leading to purchase intention towards vegan food. Partial least squares structural equation modelling was used to analyze the 210 responses from consumers who participated in the survey. Results revealed a positive association between all the relations hypothesized; further, the parasocial interaction and brand attitude significantly mediate the relationship between social media influencers’ credibility dimensions and the purchase intention towards vegan food. The results of this study may help producers, retailers and distributors in the vegan food sector to enhance their marketing tactics for vegan food that has eco-friendly qualities.

Suggested Citation

  • Tripta Khurana & Sonia Pannu & Garima Dalal & Pooja Vyas & Priya Rani, 2025. "Investigating the Impact of Social Media Influencers’ Credibility on Vegan Food Purchase Intentions: An SOR Perspective," Paradigm, , vol. 29(2), pages 183-202, December.
    • Handle: RePEc:sae:padigm:v:29:y:2025:i:2:p:183-202
    DOI: 10.1177/09718907251379056
    as

    Download full text from publisher

    File URL: https://journals.sagepub.com/doi/10.1177/09718907251379056
    Download Restriction: no
    File URL: https://libkey.io/10.1177/09718907251379056?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    More about this item

    Keywords

    ;
    ;
    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:sae:padigm:v:29:y:2025:i:2:p:183-202. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: SAGE Publications (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.