Online environmental influencers and pro-environmental purchase intentions: examining the interplay of green brand attitude and green brand associations in green fast-moving consumer goods

This study investigates the influence of online green influencers on pro-environmental purchase intentions and the mediating effects of green brand attitudes and associations of green fast-moving consumer goods in Ghana (FMCG). We examined the data collected using questionnaires from a diverse sample of 649 participants. Structural equation modelling was used to analyse the empirical data. We found that online green influencers exert a significant effect on the pro-environmental purchase intentions of FMCG consumers. We establish that the relationship between online green influencers and pro-environmental purchasing intentions is mediated by green brand attitude. In addition, we established that online green influencers have an indirect impact on pro-environmental purchasing intentions through the cultivation of a positive attitude towards green brands rather than through the establishment of associations with green brands. Leveraging online green influencers, building strong brand associations with sustainability, and cultivating positive brand attitudes enhance pro-environmental purchase intentions.