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Consumers attitudes and behaviors towards green products endorsed by influencers
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The bloom of social media as a new marketing channel has generated a newform of celebrity endorsements. Now, they appear in the role of influencers where they promote brands and products on their social media accounts. Past literature demonstrates that celebrity endorsements create an effective way to enhance attitudes and increase purchase intentions, how ever, there is a lack of study on influencer marketing and its effects. In addition, the expanding green industry and the increasing consumer skepticism towards green advertising make choosing the influencer with the right characteristics to represent a green brand a very important step. Therefore, this paper seeks to understand if an influencer with a certain reach and who usually shares content on his social media about the environment, generates better results on the green endorsement. For this purpose, it was conducted a 2x2 factorial design experimental study: (matchx mismatch) (micro vs me so influencer).This study also examines if consumer’s environmental concerns and environmental knowledge mediates the relationship between consumer’s attitudes and purchase intentions.
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Marketing Environmental concern Green products Social media influencers Influencer endorsement Source attractiveness Green purchase intentions Source credibility