Factors influencing sustainable consumption in Tunisia: the role of influencer perceived credibility
Keywords:
Congruence, Customer experience, Influencer perceived credibility, Sustainable consumption
Abstract
Sustainable consumption has become a central concern in both academic and managerial debates, particularly in light of Sustainable Development Goal 12, which emphasizes responsible consumption and production patterns. While previous research examined the drivers of sustainable consumer behaviour, limited attention has been given to the role of influencer marketing in shaping such practices. The aim of this study is to determine the impact of influencer perceived credibility on sustainable consumption. This study is also an opportunity to check the relationship between influencer-product congruence and customer experience on influencer perceived credibility. To test these relationships, a quantitative study was conducted among Tunisian social media users (n=192) and the model was tested using Smart PLS 4. The results showed that congruence and customer experience positively affect influencer perceived credibility, which in turn exerts a positive effect on the three dimensions of sustainable consumption: cognitive, affective and conative; thereby demonstrating its central role in fostering eco-conscious consumer behaviors.
References
References
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• Afianto, R. A., Akhmad, D. P. N., & Nikmatussholekha, N. F. (2024). Peran Social Media Influencer dalam Menciptakan Product Value Sebagai Pendorong Green Lifestyle Sustainbility. Jurnal Penelitian Ekonomi Manajemen dan Bisnis, 3(3), 221-236.
• Al-Nawafah, S., Al-Shorman, H., Aityassine, F., Khrisat, F., Hunitie, M., Mohammad, A., & Al-Hawary, S. (2022). The effect of supply chain management through social media on competitiveness of the private hospitals in Jordan. Uncertain Supply Chain Management, 10(3), 737-746.
• Ancillai, C., Terho, H., Cardinali, S., & Pascucci, F. (2019). Advancing social media driven sales research: Establishing conceptual foundations for B-to-B social selling. Industrial Marketing Management, 82, 293-308.
• Annabathuni, venkata, sai, viswanadh, -. (2024). Influence of social media influencers on consumer purchasing behavior. International journal for multidisciplinary research, 6(5) doi: 10.36948/ijfmr.2024.v06i05.28584
• Ao, L., Bansal, R., Pruthi, N., & Khaskheli, M. B. (2023). Impact of social media influencers on customer engagement and purchase intention: A meta-analysis. Sustainability, 15(3), 2744.
• Ardhiyansyah and U. B. Jaman, “Omnichannel Changing Hedonic Motivational Behavior? Creating Shopping Experience and Satisfaction Against Consumer Loyalty,” Es Econ. Entrep., vol. 1, no. 03, pp. 114–124, 2023.
• Arun, Singla. (2024). Sustainable Commerce: Exploring the Role of Corporate Social Responsibility in Consumer Decision Making. 1(1):21-24. doi: 10.36676/j.sust.sol.v1.i1.06
• Bala, M., & Verma, D. (2018). A critical review of digital marketing. M. Bala, D. Verma (2018). A Critical Review of Digital Marketing. International Journal of Management, IT & Engineering, 8(10), 321-339.
• Balaban, D.; Mustățea, M. Users’ Perspective on the Credibility of Social Media Influencers in Romania and Germany. Rom. J. Commun. Public Relat. 2019, 21, 31–46.
• Belanche D., Casaló L. V, Flavián M., Ibáñez-Sánchez S., (2021) ; « Building influencers' credibility on Instagram: Effects on followers’ attitudes and behavioral responses toward the influencer”, Journal of Retailing and Consumer Services, Volume 61,
• Beulah, P., Chitrakala, I (2024) - IJFMR Consumer Perceptions and Attitudes Towards Sustainability: The Role of Influencers in Shaping Eco-conscious Behavior. DOI 10.36948/ijfmr.2024.v06i05.29716
• Eriyanti, P., & Ardhiyansyah, A. (2023). The influence of trust, convenience, and quality information on purchase decisions at marketplace shopee in Sukabumi. Insight Management Journal, 3(2), 48-55.
• Fratea, C. (2019). Electronic commerce and the fashion industry: new challenges for competition law coming from the Digital Single Market. UNIO–EU Law Journal, 5(2), 15-33.
• Gadekar, M., Diallo, M. F., & Osburg, V. S. (2024). Digital influencers in different cultural contexts: effects of authenticity and value perceptions. Internet Research.
• Greenberg, P. (2010). CRM at the speed of light: CRM social strategies, tools, and techniques. Nevv York: McGrevy-Hj.
• Häregård Edvardsson, E., & Boestam, L. (2018). How credible is the incredible influencer?: A study examining what factors affect the perception of credibility in influencer marketing.
• Hariyanti, N. T., & Wirapraja, A. (2018). Pengaruh influencer marketing sebagai strategi pemasaran digital era moderen (Sebuah studi literatur). Eksekutif, 15(1), 133-146.
• Herawati, H. (2020). PENGARUH IKLAN MEDIA SOSIAL INSTAGRAM DAN CELEBRITY ENDORSER (SELEBGRAM) TERHADAP MINAT BELI (studi kasus pada toko online shop Keripik pisang coklat Krispbo. id). Jurnal Manajemen dan Bisnis Kreatif, 6(1), 81-97.
• Izogo, E. E., Jayawardhena, C., & Karjaluoto, H. (2023). Negative eWOM and perceived credibility: a potent mix in consumer relationships. International Journal of Retail and Distribution Management, 51(2), 149-169. https://doi.org/10.1108/ijrdm-01-2022-0039
• Jiang, B. (2022). How Consumers’ Response on CSR Affects Brand Competitiveness in the Fast Fashion Industry——Case Study of Zara (Inditex) and H&M. Academic Journal of Business & Management, 4(1), 100-110.
• Johnstone, L.; Lindh, C. The Sustainability-Age Dilemma: A Theory of (Un)Planned Behaviour via Influencers. J. Consum. Behav. 2018, 17, 127–139.
• López-Sanz, J. M., Penelas-Leguía, A., Gutiérrez-Rodríguez, P., & Cuesta-Valiño, P. (2021). Sustainable development and consumer behavior in rural tourism—the importance of image and loyalty for host communities. Sustainability, 13(9), 4763.
• Maming, J., & Ardhiyansyah, A. (2022). The Influence of Service Quality Level and Price on JNE Customer Satisfaction Bandung City Branch Express. The Es Economics and Entrepreneurship, 1(01), 11-16.
• Nguyen, H. T., Le, D. M. D., Ho, T. T. M., & Nguyen, P. M. (2021). Enhancing sustainability in the contemporary model of CSR: a case of fast fashion industry in developing countries. Social responsibility journal, 17(4), 578-591.
• Palazzo, M.; Vollero, A.; Vitale, P.; Siano, A. Urban and Rural Destinations on Instagram: Exploring the Influencers’ Role in #sustainabletourism. Land Use Policy 2021, 100, 104915.
• Reinikainen, H., Munnukka, J., Maity, D., & Luoma-Aho, V. (2020). ‘You really are a great big sister’–parasocial relationships, credibility, and the moderating role of audience comments in influencer marketing. Journal of marketing management, 36(3-4), 279-298.
• Samala, A. D., & Rawas, S. (2024). From Likes to Buys: Unveiling the Impact of Social Media Influencers on Consumer Behavior and Market Dynamics. TEM Journal, 13(3), 2156.
• Schouten, A. P., Janssen, L., & Verspaget, M. (2021). Celebrity vs. Influencer endorsements in advertising: the role of identification, credibility, and Product-Endorser fit. In Leveraged marketing communications (pp. 208-231). Routledge.
• Safeer, A. A., & Liu, H. (2023). Role of corporate social responsibility authenticity in developing perceived brand loyalty: a consumer perceptions paradigm. Journal of Product & Brand Management, 32(2), 330-342.
• Sesar, V.; Martinčević, I.; Boguszewicz-Kreft, M. Relationship between Advertising Disclosure, Influencer Credibility and Purchase Intention. J. Risk Financ. Manag. 2022, 15, 276.
• Thomas, Kartomo. (2024). The Role Of Social Media In Building Consumer Trust In Product. Kompartemen Kumpulan Orientasi Pasar Konsumen, 2(2):8-17. doi: 10.56457/kompartemen.v2i2.641
• Vilkaite-Vaitone, N. (2024). From Likes to Sustainability: How Social Media Influencers Are Changing the Way We Consume. Sustainability, 16(4), 1393. https://doi.org/10.3390/su16041393
• Yuniastuti, V., & Pratama, A. A. (2023). Portraits and challenges of Indonesia’s modest fashion industry on the halal industry competition in the world. Indonesian Journal of Halal Research, 5(1), 21-29.
• Zhou, S., Blazquez, M., McCormick, H., & Barnes, L. (2021). How social media influencers’ narrative strategies benefit cultivating influencer marketing: Tackling issues of cultural barriers, commercialised content, and sponsorship disclosure. Journal of Business Research, 134, 122-142
Published
2025-11-30
How to Cite
Ben Slama, W., & Ben Jeddou, N. (2025). Factors influencing sustainable consumption in Tunisia: the role of influencer perceived credibility. Review of Applied Socio-Economic Research, 30(2), 158-175. https://doi.org/10.54609/reaser.v30i2.790
Section
Articles
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