Examining the Impact of Instagram Influencer Credibility on Purchase Intention: The Moderating Role of Green Consumption Values

Document Type : Original Article

Authors

1 MSc., Department of Media Management and Business Communication, Faculty of Business Management, College of Management, University of Tehran, Tehran, Iran.

2 Assistant Prof., Department of Strategy and Business Policy, Faculty of Business Management, College of Management, University of Tehran, Tehran, Iran.

3 Assistant Prof., Department of Media Management and Business Communication, Faculty of Business Management, College of Management, University of Tehran, Tehran, Iran.

10.22059/mmr.2026.414854.1272

Abstract

Objective
The proliferation of social media has fundamentally reshaped contemporary marketing communications, positioning Instagram influencers as influential digital opinion leaders capable of shaping consumers' attitudes and purchase intentions. Although the positive association between influencer credibility and purchase intention has been extensively documented, relatively little is known about the contextual factors that influence the strength of this relationship. Addressing this research gap, the present study examines the impact of Instagram influencer credibility on consumers' purchase intention, with particular emphasis on the moderating role of green consumption values. In addition, the moderating effects of age and gender are examined to provide a more comprehensive understanding of consumer heterogeneity. Drawing upon Source Credibility Theory and Social Learning Theory, the study explains how consumers' value orientations and demographic characteristics shape their responses to influencer-generated persuasive communications in the context of sustainable products.
Research Methodology
This study adopted a positivist paradigm and employed a quantitative, cross-sectional survey design. Data were collected from 385 active Instagram users in Iran through convenience sampling. The sample size was determined using Cochran's formula for an unknown population. Established and validated measurement scales were employed to assess influencer credibility, purchase intention, and green consumption values. All constructs demonstrated satisfactory reliability, with Cronbach's alpha coefficients exceeding the recommended threshold. Hierarchical multiple regression analysis was performed to examine both the direct effect of influencer credibility on purchase intention and the moderating effects of green consumption values, age, and gender through interaction terms.
Findings
The empirical findings indicate that Instagram influencer credibility positively predicts consumers' purchase intention. Furthermore, green consumption values significantly attenuate this relationship, suggesting that consumers with stronger environmental value orientations rely less on influencer credibility when forming purchase intentions. Age also exerts a significant negative moderating effect, indicating that the persuasive influence of credible influencers is more pronounced among younger consumers than older ones. By contrast, gender does not significantly moderate the relationship between influencer credibility and purchase intention, implying comparable responses among male and female consumers in the context of green product promotion. The inclusion of interaction terms for green consumption values and age significantly enhanced the explanatory power of the regression model, whereas the interaction effect of gender was not statistically significant.
Discussion & Conclusion
The findings enrich the influencer marketing literature by demonstrating that the persuasive effectiveness of influencer credibility is contingent upon consumers' personal value orientations and demographic characteristics rather than functioning as a universally effective communication mechanism. Specifically, consumers with stronger green consumption values appear to rely more heavily on intrinsic environmental beliefs than on endorsements provided by digital opinion leaders. Likewise, older consumers tend to evaluate marketing information more critically and independently, thereby reducing the influence of influencer credibility on their purchase intentions. From a managerial perspective, these findings underscore the importance of audience segmentation and value-congruent communication strategies in social media marketing. Rather than relying solely on highly credible influencers, organizations promoting sustainable products should prioritize authenticity, transparency, and alignment between influencer messaging and consumers' environmental values. Overall, this study advances the theoretical understanding of consumer heterogeneity in influencer marketing and offers actionable insights for designing more effective and strategically targeted social media campaigns in the green marketplace.
 

Keywords

Main Subjects

References

 
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Media Management Review
Volume 5, Issue 2
2026
Pages 220-255

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