Do source credibility, green experience, and green brand image shape sustainable consumer behaviour? A PLS-SEM-fsQCA model

Purpose The complexity of green knowledge makes it difficult for consumers to make sustainable consumption decisions. Improving communication transparency and simplifying information can help encourage more sustainable consumption behaviours. Design/methodology/approach Based on the stimulus-organism-response (SOR) model and cognitive response theory (CRT), this study uses 483 questionnaire data from Chinese consumers to analyse the social media influencers’ (SMIs) source credibility on green experience, green brand image (GBI), and sustainable consumption. PLS-SEM is used to reveal the overall impact relationship, and fsQCA is used to identify key influencing factors and their combination patterns to explore how SMIs’ source credibility promotes sustainable consumption behaviour through green experience and GBI. Findings Results show that the SMIs’ source credibility positively affects green experience quality, satisfaction, and GBI and promotes sustainable consumption decisions. This study highlights the key role of influencer marketing in promoting sustainable consumption behaviours and advocates that companies collaborate with green influencers to shape and enhance GBI. Originality/value By integrating PLS-SEM and fsQCA, this research deepens the understanding of responsible sustainable consumer behaviour, emphasising sustainable production and green consumption (Sustainable Development Goal 12).