Marketing Green Trust: The Role of Eco-Influencers and Transparent Branding in Driving Sustainable Purchase Intention

https://doi.org/10.5281/zenodo.17832420

Authors

  • Hassnain Saati College of Business Management (CBM), Institute of Business Management (IOBM), Karachi, Pakistan
  • Jacqueline Ismat Bahria University, Karachi
  • Muzafar Hussain Shah Faculty of Management Sciences, ILMA University, Karachi
  • Saeed Abbas Shah Business Administration, Sukkur IBA University, Sukkur

Keywords:

Eco-Influencer Credibility, Sustainable Brand Transparency, Environmental Consciousness on forming Sustainable Purchase Intention

Abstract

This paper explored the effect of Eco-Influencer Credibility, Sustainable Brand Transparency, and Environmental Consciousness on forming Sustainable Purchase Intention of consumers mediated by Green Value Perception. Based on PLS-SEM, the results show that both influencer credibility and brand transparency make a positive contribution to green value perception, which then has a strong association with sustainable purchase intention. The value-intention relationship is also enhanced by Environmental Consciousness, which emphasizes on its role in the sustainability intention behavior. Strong reliability, validity, and predictive statistics (R 2, f 2, Q 2, CVPAT) confirm the theoretical correctness and predictive effectiveness of the model. The research contributes to the literature on green consumer behavior by combining the effects of influencers with transparency-mediated value creation and provides practical implications about the sustainability marketing strategies.

 

 

Downloads

Published

2025-12-05

How to Cite

Hassnain Saati, Jacqueline Ismat, Muzafar Hussain Shah, & Saeed Abbas Shah. (2025). Marketing Green Trust: The Role of Eco-Influencers and Transparent Branding in Driving Sustainable Purchase Intention: https://doi.org/10.5281/zenodo.17832420. Journal of Management Science Research Review, 4(4), 1410–1428. Retrieved from https://jmsrr.com/index.php/Journal/article/view/264

Issue

Vol. 4 No. 4 (2025): Journal of Management Science Research Review

Section

Articles