Abstract Sustainability has become a global concern over the last decade. Despite widespread awareness of various environmental and social issues, a gap exists between consumers’ positive attitudes and their purchasing behaviour, known as the attitude-behaviour gap. Consumers often prefer traditional products to sustainable ones. Social media influencers (SMIs) are increasingly influential in shaping purchasing choices as they are perceived as authentic and relatable. Therefore, drawing on the stimulus-organism-response (S-O-R) model, integrated with attribution theory and opinion leadership, this study develops and tests a conceptual framework linking SMIs’ traits, self-disclosure, integrity, and benevolence to source credibility, brand trust, and sustainable intention to buy. Using a quantitative survey of 399 young social media users, the results, analysed through Partial Least Squares Structural equation modelling (PLS-SEM), reveal that the characteristics of SMIs significantly affect consumer trust and sustainable behaviour. Source Credibility also mediates this relationship, reinforcing its primary role in influencing sustainable purchase intentions. The findings offer theoretical implications for SMI marketing literature and practical insights for sustainability-focused branding, emphasising the importance of credibility and trust in fostering sustainable consumption behaviour.
Agarwal et al. (Tue,) studied this question.