| Abstract [eng] |
In recent years, the declining consumers trust in traditional advertising and growing public awareness of environmental protection and sustainable consumption aspects, have encouraged marketers and brands to look for alternative and more attractive forms of communication. One of the most effective ways to reach consumers and strengthen relationships with them is trough influencers, who are considered more reliable sources of information. Cooperation with influencers allows for the effective promotion of sustainable consumption behavior, increasing brand awareness and creating a stronger intention to purchase. Scientific research emphasizes that the personal attributes of influencers and the characteristics of the content they create, used in communication, can influence consumers behaviour and intention to purchase sustainable products. However, one of the emerging challenges is that consumers of different generations accepts this communication differently, therefore it becomes relevant to analyze by what mens influencer marketing can contribute and at the same time increase the efficiency and effectiveness of brand advertising campaigns. Therefore, this paper poses the following research problem – what is the impact of influencers on the purchase intention of consumers from different generations regarding sustainable products? The object of the work is the impact of influencers on consumers‘ purchase intentions for sustainable products across different generations. The aim of the work is to reveal the impact of influencers on consumers‘ purchase intentions for sustainanble products across different generation. The objectives: 1) to analyze the characteristics of influencers, revealing their concepts, types, features and functions performed; 2) to reveal the characteristics of different generations in the context of sustainable consumption; 3) to prepare a conceptual model reflecting the impact of influencers on the intention of consumers of different generations to buy sustainable products; 4) to investigate the impact of influencers on consumers’ purchase intentions for sustainable products across different generations. The following data collections methods were used in the work: analysis of scientific literature, questionnaire survey and data analysis methods: descriptive statistical analysis, Cronbach’s alpha, Pearson correlation, regression analysis, Kruskal-Wallis test, moderated mediation analysis. |
