How influencers’ expertise and attractiveness promote sustainable consumption and organic food purchase intention

Social media influencers (SMIs) increasingly shape consumers' organic food choices in today's digital marketplace. Based on source credibility theory (SCT), social influence theory (SIT), and the elaboration likelihood model (ELM), we explore the contingency effect of influencer-perceived expertise on purchase intention for organic foods. We focus specifically on consumer involvement as a mediating mechanism and on influencer attractiveness as a moderating condition. The study aimed to examine our conceptual framework, which explains how expertise (a central cue) and attractiveness (a peripheral cue) jointly affect purchase intention. Data collected from 320 Chinese social media users were examined using PLS-SEM. The findings suggest that influencer expertise has a positive direct impact on purchase intention and a significant positive indirect effect via increasing consumer involvement. Additionally, attractiveness serves as a positive moderator that magnifies the effect of expertise on involvement. These results provide insights into how knowledge affects organic purchase intentions (through involvement) and when this antecedent is most effective (when high attractiveness levels are present). Theoretically, this study deepens understanding of the interaction between central and peripheral cues and provides guidance for retail managers in selecting influencers whose perceived expertise and attractiveness collectively influence consumer engagement. This study also helps with sustainable development by encouraging responsible consumption and healthier eating habits. This is in line with SDG 3 (Good Health and Well-Being) and SDG 12 (Responsible Consumption and Production).