Understanding the Pro-Environmental Motives of Young Consumers Engaging with Virtual Influencers: a Perspective from Goal-Framing Theory

EasyChair Preprint 11906

Abstract

This research investigated the motives of young female consumers’ engagement with sustainability virtual influencers based on the source credibility model and goal-framing theory. A total of 366 participants were recruited. CFA result suggested that the measurement model was a good fit (χ2=926.18, df=470, p<.001, CMIN/df=1.97, CFI=.96, TLI= .95, RMSEA=.05, SRMR=.04). To assess the discriminant validity, HTMT criterion was used. The reliability of all constructs as measured by Cronbach’s alpha, CR, and AVE. SEM results showed that the model fit was good (χ2=941.74, df=474, p<.001, CMIN/df =1.99, CFI=.96, RMSEA=.05, SRMR=.06). Path analysis revealed that perceived expertise positively led to gain goal motivation (β=.19, t= 2.70. p<.01) and hedonic goal motivation (β=.19, t= 3.44. p<.001). Perceived expertise also positively led to gain goal motivation (β=.17, t= 2.54. p<.05) and hedonic goal motivation (β=.19, t= 3.69. p<.001). Perceived trustworthiness positively led to normative goal motivation (β=.27, t= 5.16. p<.001). Hedonic goal motivation (β=.15, t= 2.00. p<.05), and normative goal motivation led to virtual influencer engagement, respectively (β=.18, t= 2.46. p<.05). However, gain goal motivation did not lead to virtual influencer engagement (β=.07, t= .94. p=.35). Mediation analysis found that perceived expertise and perceived attractiveness had a significant indirect effect on virtual influencer engagement through hedonic goal motivation, and perceived trustworthiness had a significant indirect effect on virtual influencer engagement through normative goal motivation. The key findings of the research found that that brand marketers can utilize virtual influencers as a tool for promoting sustainability by creating enjoyable and novel posts. Moreover, young female consumers might perceive sustainability virtual influencers as suitable spokespersons for green products because they maintain a consistent ethical image.

Keyphrases: Goal framing theory, Pro-environmental Motives, Source Credibility Model, Sustainability, Virtual influencer

@booklet{EasyChair:11906,
  author    = {Jennifer Yeeun Huh and Leslie Cuevas and Hye-Young Kim and Yui An},
  title     = {Understanding the Pro-Environmental Motives of Young Consumers Engaging with Virtual Influencers: a Perspective from Goal-Framing Theory},
  howpublished = {EasyChair Preprint 11906},
  year      = {EasyChair, 2024}}