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October 16, 2025Journal of Trade Science

Understanding the power of social media influencers in promoting organic food consumption

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Authors

DNDung Minh NguyenHNH. Nguyen

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Overview

Survey examines how influencer credibility and congruence affect purchase intention for organic food.

Key Points

  • Authentic and knowledgeable influencers positively influence organic food purchase intentions.
  • Both influencer-product and influencer-consumer congruence enhance consumers' intention to buy organic food.
  • Emotional attachment partially mediates the relationship between influencer credibility and purchase intention.
  • The study provides a novel framework integrating source credibility theory and congruence theory in consumer behavior.

Cite This Study

Nguyen et al. (2025) studied this question.

synapsesocial.com/papers/68f0d5eb105731330a2b20bfhttps://doi.org/10.1108/jts-06-2025-0024
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Also Consider

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  5. 5Do food influencers shape consumers’ decisions to co-create and purchase organic food brands? The role of homophily2025 · 7 citations