THE ROLE OF SOCIAL MEDIA INFLUENCERS IN SHAPING ORGANIC FOOD PURCHASE INTENTIONS

Abstract

In recent years, consumer interest in organic food has risen due to growing health awareness and environmental concerns. Simultaneously, the influence of social media influencers (SMIs) on consumer behavior has intensified, particularly in digital-native societies. This study investigates how social media influencers affect consumer purchase intentions for organic food in Pakistan. Grounded in the Theory of Planned Behavior (TPB), the research explores the relationship between influencer credibility, content engagement, perceived value, and trust, and their collective impact on purchase intentions. Data were collected from 210 social media users who follow influencers promoting organic food. Structural equation modeling (SEM) revealed that influencer credibility and trust significantly predict consumers’ intention to purchase organic food, while content engagement and perceived value act as mediating factors. The findings offer valuable implications for marketers, content creators, and public health promoters aiming to leverage digital influence to foster sustainable consumption.