‘I'm like you,and I like what you like’ sustainable food purchase influenced by vloggers: A moderated serial-mediation model |
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| Institution: | 1. School of Economics and Management, Tongji University, Siping Road 1239, Shanghai, 200092, PR China;2. Institute of Business and Management, University of Engineering and Technology Lahore, Pakistan;3. School of Economics and Management, Dalian University of Technology, PR China;4. Dept. of Management, Faculty of Management, Prague University of Economics and Business, Czech Republic;1. School of Management, Harbin University of Commerce, 1 Xuehai Street, Harbin, 150028, China;2. Yatai School of Business Administration, University of Finance and Economics, 699 Jingyue Street, Changchun, 130117, China;3. School of Marketing and International Business, Victoria University of Wellington, New Zealand;4. Department of Marketing, Romanian American University, Bucharest, Romania;1. JyväskyläUniversity School of Business and Economics, University of Jyväskylä, P.O. Box 35, FI-40014, Finland;2. Department of Business Administration, College of Business, Delaware State University, Bank of America Building Room 209C, USA;1. Department of Marketing, Robert C. Vackar College of Business & Entrepreneurship, University of Texas Rio Grande Valley, 1201?W. University Dr. ECOBE 211, Edinburg, TX 78539-2999, USA;2. Department of Marketing, College of Business, Bowling Green State University, 234?A Business Building, Bowling Green, OH 43403-0268, USA;3. Schroeder School of Business Administration, University of Evansville, 1800 Lincoln Ave., Evansville, IN 47722, USA |
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| Abstract: | Internationally, researchers have shown an increased interest in customer decision-making regarding sustainable food choices that could be changed through tailored interventions. This study examines how vloggers influence customer purchase intention toward sustainable food. Based on the similarity-attraction theory, we undertook a serial mediation model in which health-related Homophily between vloggers and viewers was related to higher purchase intention of sustainable food via audience participation and parasocial interaction (P.S.I.). In addition, we tested whether these potential relationships were more substantial for young people from higher product-vlogger congruence and lower advertising recognition in the celebrity endorsement context. A statistical analysis of 382 youth questionnaire data from the steaming media platform was tested through the partial least squares structural equation model. The results show that (1) health-related homophily was related to greater audience participation and P.S.I., which, in turn, were related to higher purchase intention of sustainable food; (2) the positive indirect effects of health-related Homophily on purchase intention through audience participation and P.S.I. decrease as the advertising recognition increase, while increase as the product-vlogger congruence increase. These findings highlight the effectiveness of digital celebrity endorsement in young people's choices for sustainable food. |
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| Keywords: | Digital celebrity Vloggers Homophily Sustainable food |
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