Proceedings of the International Conference on Communication and Applied Technologies 2024 (ICOMTA 2024)

<Previous Article In Volume
Next Article In Volume>

Effects of Non-Eco-friendly Influencers’ credibility on the purchase intentions of sustainable personal care products

Authors
Heather Lanchippa1, Martha León1, Lucía Munayco1, *
1Universidad Peruana de Ciencias Aplicadas, Lima, Perú
*Corresponding author. Email: pccmlmun@upc.edu.pe
Corresponding Author
Lucía Munayco
Available Online 17 December 2024.
DOI
10.2991/978-94-6463-596-6_43How to use a DOI?
Keywords
Influencers; source credibility; herd behavior; sustainable products
Abstract

Influencers are effective in specialized markets as informative and persuasive tools, although their reach in sustainability-related sectors is limited and questioned. Therefore, this study examines the influence of source credibility in electronic word-of-mouth affecting purchase intention through trust and herd behavior in the sustainable personal care products sector. A quantitative study was conducted with 493 respondents using convenience non-probabilistic sampling. Partial least squares structural equation modeling (PLS- SEM) was performed to test the hypotheses. The findings confirmed that expertise plays a significant role in electronic word-of-mouth and that electronic word-of-mouth has a strong impact on the herd behavior of consumers who are interested in sustainable products. This study expands our understanding of the effect of influencers on communication and consumer behavior in a market that has not been widely studied.

Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Download article (PDF)

<Previous Article In Volume
Next Article In Volume>
Volume Title
Proceedings of the International Conference on Communication and Applied Technologies 2024 (ICOMTA 2024)
Series
Atlantis Highlights in Social Sciences, Education and Humanities
Publication Date
17 December 2024
ISBN
978-94-6463-596-6
ISSN
2667-128X
DOI
10.2991/978-94-6463-596-6_43How to use a DOI?
Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Heather Lanchippa
AU  - Martha León
AU  - Lucía Munayco
PY  - 2024
DA  - 2024/12/17
TI  - Effects of Non-Eco-friendly Influencers’ credibility on the purchase intentions of sustainable personal care products
BT  - Proceedings of the International Conference on Communication and Applied Technologies 2024 (ICOMTA 2024)
PB  - Atlantis Press
SP  - 493
EP  - 505
SN  - 2667-128X
UR  - https://doi.org/10.2991/978-94-6463-596-6_43
DO  - 10.2991/978-94-6463-596-6_43
ID  - Lanchippa2024
ER  -