Social Media Influencers or Celebrities : Role of Social Identification in Promoting Green Purchase Intentions

Abstract

This research examines the impact of endorser familiarity on green purchase intentions, exploring how different types of endorsers—celebrities and social media influencers—affect consumer behavior through the lenses of perceived similarity and wishful identification. Addressing a significant gap in existing research, particularly within the Pakistani context, this study employs a quantitative methodology to gather data from urban millennials and Generation Z consumers. Results indicate a strong direct relationship between endorser familiarity and green purchase intentions, mediated by perceived similarity and wishful identification, especially pronounced with social media influencers. The overall findings of this research indicate that endorser familiarity plays a significant role in enhancing green purchase intentions. This relationship is particularly strong when endorsers are familiar figures. Furthermore, the study reveals that perceived similarity and wishful identification significantly mediate the relationship between endorser familiarity and green purchase intentions, with these mediating effects being more pronounced for social media influencers compared to traditional celebrities. This research highlights the nuanced dynamics of endorser effectiveness in green marketing and underscores the growing importance of choosing the right type of endorser to enhance consumer engagement with sustainable products.