Organic food adoption among young consumers: role of digital influencers

Purpose Digital influencers (DIs) are new celebrities who influence the routine decision-making of consumers. This study examines the critical factors influencing consumer’s attitudes toward brand trust and organic food adoption intentions. The moderation of knowledge-education is also considered. Design/methodology/approach This study used partial least square structural equation modelling (PLS-SEM) to empirically assess the conceptual model based on data gathered from 350 DI viewers to comprehend the effect of the parasocial relationship, perceived congruence and influencer personality on organic food adoption through mediation of consumer attitude. Findings First, the authors explain positive consumer attitudes toward digital brand trust and organic food adoption. Second, the consumer attitude is mainly influenced by the perceived congruence and parasocial relationship for adopting organic food. Third, this study defines the positive impact of brand trust on organic food adoption. Finally, knowledge-education acts as a moderator, for example knowledge-education positively influences influencer personality and consumer attitude, and on the rest of the relationship, it is negative. Research limitations/implications The findings of this study support organic food organizations to make their DI promotion strategy digital according to the target population. Findings help DIs to build good reach among digital media users. The findings of this study explain which factors are essential to follow the advice of DIs. Again, since the sample predominantly comprises educated individuals, it may create sample representation bias. Analysis of inputs of less educated participants could better reveal the heterogeneity of the respondents. Originality/value This novel study fills a gap in applying DIs to influence consumers’ intentions to adopt organic food. As far as the authors believe, this is the initial study to examine how consumer attitudes influenced by affect brand attitudes and organic food adoption.