Eco-Conscious Consumers and Influencer Marketing: Understanding the Path to Green Purchases through the Theory of Planned Behavior

This study aims to investigate the direct and indirect impacts of influencer marketing on Balinese consumers' propensity to purchase eco-friendly products and services. It specifically explores the mediating roles of information credibility and positive emotions within this framework. This quantitative research design collected data from 246 Balinese consumers through questionnaire and analyzed it using SEM AMOS. A structural study methodology is adopted. To test the model and hypotheses, the authors used the analysis moment structure structural equation modeling AMOS 23. This study reveals that while influencer marketing may not directly lead consumers to purchase eco-friendly products, it wields a powerful indirect influence. The findings highlight that information credibility and positive emotions are crucial mediators in this relationship. This study offers valuable insights into influencer marketing’s impact on eco-friendly purchases in Bali, but further research is needed for broader applicability. This research guide marketers in using influencer marketing to promote sustainable consumption, higlihgting information credibility and positive emotions as key to enhancing purchase intention.