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What is the impact of the influencer type (consumerist versus green) on consumer behavior when recommending sneakers (classic versus green/sustainable)?

Vander Linden, Manon ; Parubaj, Albana
(2021)

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Parubaj_42671600_-VanderLinden_11981600_2021.pdf
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Parubaj_42671600_2021-VanderLinden_11981600_2021_Annexe1_RawData.xlsx
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Details

Supervisors
Charry, Karine
Faculty
Louvain School of Management
Degree label
Master [120] en sciences de gestion, à finalité spécialisée
Abstract
The problematic of this research is part of the influence marketing framework. The literature review examines several important concepts: influencer effectiveness, fit between influencer and product, consumer behavior towards product recommendations. The research question aimed to analyze the impact of influencer type (consumerist vs. green) on consumer behavior when recommending “classic” versus “green” sneakers. The experimental study confirmed that the relationship between the influencer type and perceived credibility but also attitude towards the brand is moderated by consumer’s involvement in ecological products. Furthermore, the study confirmed that the high fit influencer/product has an impact on perceived authenticity and credibility, on attitude and engagement towards the brand when recommending classic versus green sneakers. Yet, contrary to what the literature suggests, impact of fit influencer/product on purchase intentions is not confirmed but the relationship between fit influencer/product and purchase intentions is moderated by the number of perceived product’s advantages. Finally, the perceived brand green positioning level has no impact on the attitude towards the brand whatever the influencer type and the product type (classic vs. green).