Green Influencer Marketing: The Impact of Eco-Label, Environmental Concern, and Credibility on Purchase Behavior

This study explores how eco-labels and consumer environmental concerns affect consumer green purchase behavior, with a focus on the role of social media influencer credibility as a moderator. The study model is grounded in the theories of reasoned action and stimulus-organism-response, which explain how consumers respond to stimuli. The data was collected through a mall intercept survey located in three significant economic areas of Bangkok, Thailand, with the participation of 520 representative consumers. The collected data were analyzed using advanced statistical techniques, including structural equation modeling (SEM) and the PROCESS macro for moderation analysis. The study findings show that eco-labels and consumer environmental concerns have an impact on consumer purchase behavior through a green attitude. This study utilized the credibility of social media influencers to enhance the effectiveness of moderator roles for sustainable marketing initiatives. This marketing approach is suitable for modern digital consumers due to their preference for online content and influencer recommendations. The study results will assist eco-friendly businesses in developing customized advertising strategies to target environmentally conscious consumers. Moreover, it plays a crucial role in safeguarding the global ecosystem by promoting environmentally responsible consumer behavior.