Factors affecting perceived sustainability of green-influencers

Purpose This study aims to identify the green influencers characteristics (authenticity, expertise, similarity and attractiveness) on followers’ trust and their subsequent intentions to engage in sustainable practices through using Stimulus−Organism−Response (SOR) model in the context of China. Design/methodology/approach Data were collected from 366 Generation Z respondents in China who frequently engage with green influencers through a questionnaire App, and the research hypotheses were tested using Findings The results show that green influencers characteristics (authenticity, expertise, similarity and attractiveness) have positive impact on trust and their followers purchase intention and brand attitude. Originality/value There is little theoretical or empirical understanding of how the unique characteristics of green influencers shape consumer trust and pro-sustainability intentions, especially among Generation Z consumers in collectivist contexts such as China.