2025, Vol. 6, Issue 2, Part T
Trusted feeds to conscious choices: Role of influencer trustworthiness, content quality and health consciousness in shaping attitude and purchase intention towards organic food
Author(s): Ashwini M Jamuni and Mahadevi S Halijol
Abstract: In today’s era social media influencers play a huge role in shaping consumers opinion about lifestyle and health. The way consumers collect information and make buying decisions has noticeably changed due to expansion in digital media. The present research focuses on Gen Z consumers and how their attitude and intention to purchase organic food are influenced by trustworthiness and content quality of the influencer and the health consciousness of consumers. The present study’s conceptual framework was built using the Theory of planned behaviour and Source credibility theory. The attitude acts as a mediating variable. The sample was gathered from 100 Gen Z consumers through a structured questionnaire and the findings were analyzed using SPSS through correlation, regression and descriptive statistics. The findings state that influencer trustworthiness had the strongest impact on shaping consumer attitude. The results indicate that attitude plays a key role in determining purchase intention toward organic food.
DOI: 10.22271/27084515.2025.v6.i2t.916
Pages: 1824-1830 | Views: 67 | Downloads: 24
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How to cite this article:
Ashwini M Jamuni, Mahadevi S Halijol. Trusted feeds to conscious choices: Role of influencer trustworthiness, content quality and health consciousness in shaping attitude and purchase intention towards organic food. Asian J Manage Commerce 2025;6(2):1824-1830. DOI: 10.22271/27084515.2025.v6.i2t.916
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