The role of green influencers on users' green consumption intention: an empirical study from China and Pakistan

Purpose Based on social identity theory and parasocial interaction theory, this paper investigates the psychological influence mechanism of social media green influencers (GIs) on users' green consumption intention (GCI). It also examines the effects of users' environmental concern (EC), follow status (follower/non-follower), and nationality (Chinese/Pakistani). Design/methodology/approach This study uses convenience and exponential non-discriminatory snowball sampling to collect 393 valid data from China and Pakistan. Research hypotheses are tested using Smart-PLS 4.0. Findings The results confirm that parasocial relationships (PRs) and interactions (PIs) significantly influence green influencers' identification (GII) and green self-identification (GSI), which then positively affect green life attitudes (GLA) and ultimately promote GCI. Unsurprisingly, it proves EC moderates the relationship between GLA and GCI. Additionally, users' follow status (follower/non-follower) and nationality (Chinese/Pakistani) do not significantly moderate the hypotheses proposed in the study. Originality/value This study enriches the research on GIs and the psychological influence mechanism of GCI by combining media communication and consumer behavior. Furthermore, it provides new insights into the moderating role of social media users’ follow status and nationality.