| Keywords [eng] |
Influencers, Influencer marketing, Sustainability, Sustainable consumer behaviour, Sustainable consumption, Influencers impact on sustainable consumption, Various type influencers impact on sustainable consumption, Various type influencers impact on sustainable behaviour |
| Abstract [eng] |
The main aim of the work was to identify the existence of various type influencers impact on sustainable consumers’ behavior and influencers impact on sustainable consumption in particular, on basis of literature analysis. The academic paper consists of four main parts: the analysis of literature, the methodology, research, conclusions, and recommendations. The literature analysis was carried out to review influencers type classification, influencers impact on decision-making process, sustainability concept, sustainable consumption concept. Main factors affecting influencers impact were identified: source credibility, information quality, perceived information usefulness, attitude towards the product, intention to buy, attitude towards sustainability and influencer type. After conducting literature analysis, complex research model was developed on a basis of Information Adoption Model and Theory of Planned Behavior. In order to confirm findings of the literature review quantitative research in the form of a survey was done with the 360 respondents, from which there were gathered 277 valid responses. The research found the impact of influencers source credibility and information usefulness on perceived information usefulness. The impact of the influencer type was not significant at the first stages of information consumption, however, the impact of influencer type between perceived information usefulness and attitude towards the product was found significant and had a moderating impact depending on the influencers’ content type. The conclusions and recommendations summarize the main key points of literature analysis as well as the results of the research. The findings presented in the research may be useful for marketing, creative agencies as well as for the public organizations or non-profit, non-government organizations to promote sustainable consumption as the part of sustainable development programs. |
