When influencer-product congruence influence sustainable consumption? The roles of green attributes and intimate self-disclosure

Purpose This study aims to investigate the relationship between influencer-product congruence and sustainable consumption intention, with a particular focus on the mediating role of perceived expertise and the moderating effects of green attributes and intimate self-disclosure. The study aims to advance the understanding of influencer marketing and provide actionable insights for promoting sustainable consumption in the context of influencer endorsements. Design/methodology/approach Two experiments were conducted to test the hypotheses. In both studies, participants were recruited from online platforms and exposed to various scenarios designed to examine the key relationships. Findings Influencer-product congruence positively influences consumers’ sustainable consumption intention, with perceived expertise serving as a mediator. Higher influencer-product congruence enhances perceived expertise, which, in turn, increases consumers’ sustainable consumption intention. The green attributes of products moderate the relationship between influencer-product congruence and perceived expertise, such that the relationship is stronger for products with green core attributes. Finally, the intimate self-disclosure of influencers amplifies the moderating role of green attributes in the relationship between influencer-product congruence and sustainable consumption intention. Originality/value By bridging the gap between influencer marketing and sustainable consumption, this study contributes to the existing literature in both fields. It provides actionable recommendations for brand managers on how to select the right influencers to effectively promote green products, and for influencers on how to optimize their endorsements of sustainable products.