| Abstract [eng] |
67 pages, 16 tables, 3 pictures, 209 references The aim of this paper is to identify which characteristics of different types of influencers affect consumers' intention to purchase sustainable goods. Objectives of the paper: 1. To analyse the concept, classifications and characteristics of influencers and their impact on consumer behaviour; 2. To examine the theories and factors that influence purchase intention due to different types and characteristics of influencers; 3. To examine the specifics, categories, consumer attitudes and the impact of different types of influencers on purchase intention; 4. To develop a research methodology and to investigate how the characteristics of different types of influencers influence purchase intention for sustainable and non-sustainable skincare products; 5. After collecting and analysing the relevant data, determine how the characteristics of different types of influencers affect the intention to buy sustainable and non-sustainable skincare products; 6. Based on the results of the study, draw conclusions and make proposals on the impact of different types of influencer characteristics on the intention to purchase sustainable and non-sustainable skincare products. Methods used in the work: 1. Scientific analysis of literature (theoretical approach); 2. Statistical regression/correlation analysis of research data. In the Master's thesis, an empirical study was carried out to find out which characteristics of sustainable influencers have an impact on the intention to buy sustainable and non-sustainable goods. It also aimed to find out which type of goods (sustainable or non-sustainable) is more acceptable to the consumer, whether attitudes towards the product have a positive effect on purchase intention or whether scepticism has a negative effect on purchase intention. The study found that all the influencer characteristics analysed in the study (expertise, attractiveness and credibility) have a significant impact on the consumer's perception and intention to buy. However, the influencer's credibility attribute is the most influential, while the attractiveness attribute has a negative influence. The influencer credibility attribute influences the perceived credibility of the message, which is an important contributor to the effect of attitude towards the product on purchase intention. It is found that respondents have a more favourable attitude towards sustainable goods than unsustainable goods, and the type of product contributes positively to purchase intention. Scepticism towards sustainable products was found to have no significant effect on attitudes towards the product and purchase intention. |
