Environmental Concern, Environmental Knowledge, Eco-friendly Product, Green Marketing, Green Product, Green Consumers, Green Consumer Buying Behavior, Green Product Awareness

Abstract

Purpose - Purpose ofthis study is to determine the impact ofmessage value and credibility on the consumer’s purchase intention and the role oftrust on branded posts is also studied as a mediation between these variables. The message value was considered to have informative value and entertainment value as their subsequent components. Methodology & Design - Deductive reasoning approach is aligned with quantitative methods to present the analysis of the research employing positivism philosophy. A survey questionnaire was designed to collect the data from the population. A tester observation of200 respondents was used. Subsequently, the data was analyzed using Smart PLS Structural Equation Modeling (SEM). Findings - The findings ofthe study revealed that the message value had a significant impact on the consumer trust in branded post while an insignificant impact was observed with purchase intention. However, credibility was observed to positively impact both trust in branded posts and purchase intention ofthe consumer. Additionally, the mediation oftrust in branded post with entertainment value was the only significant impact observed on purchase intention. Limitations - The limited access of the literature and availability of the resources are the primary limitations ofthis research. The research time frame ofsemester is also the limitation ofthe research. However, small sample size due to lack oftime, collection ofdata and difficulty in the analysis ofthe data is also the limitation ofthe study. Recommendations - The current research provided significant recommendations for advertisers, brands and marketers which have interest in influencer marketing. For instance, brands should consider authentic and credible influences to promote their brand and products. As the consumer trust in branded posts have a direct impact on purchase intentions.