| Title |
Factors affecting perceived sustainability of green-influencers |
| Authors |
Zhang, Changxu ; Magrizos, Solon ; Christofi, Michail ; Hang, Tran Thi Bich |
| DOI |
10.1108/JABS-06-2025-0364 |
| Full Text |
|
| Is Part of |
Journal of Asia business studies.. West Yorkshire : Emerald Publishing. 2026, vol. 20, iss. 3, p. 814-828.. ISSN 1558-7894. eISSN 1559-2243 |
| Keywords [eng] |
Gen Z ; green influencer ; sustainability |
| Abstract [eng] |
Purpose – This study aims to identify the green influencers characteristics (authenticity, expertise, similarity and attractiveness) on followers’ trust and their subsequent intentions to engage in sustainable practices through using Stimulus−Organism−Response (SOR) model in the context of China. Design/methodology/approach – Data were collected from 366 Generation Z respondents in China who frequently engage with green influencers through a questionnaire App, and the research hypotheses were tested using Findings – The results show that green influencers characteristics (authenticity, expertise, similarity and attractiveness) have positive impact on trust and their followers purchase intention and brand attitude. Originality/value – There is little theoretical or empirical understanding of how the unique characteristics of green influencers shape consumer trust and pro-sustainability intentions, especially among Generation Z consumers in collectivist contexts such as China. |
| Published |
West Yorkshire : Emerald Publishing |
| Type |
Journal article |
| Language |
English |
| Publication date |
2026 |
| CC license |
|
