Impact Of Influenecr Marketing On Consumer Purchase Intention Towards Sustainable Apparels

Abstract

Influencer marketing is rapidly being utilized as a platform for promotional activities. Sustainability has begun to make an impact in the Indian market. The abrupt increase in consciousness is one of the primary causes of this surge. The focus of this study is on analysing the connections between consumers' attitudes, beliefs, and intentions to buy sustainable apparels promoted via influencer marketing, influencer credibility, social influence, and perceived consumer effectiveness. Survey data was gathered from 463 individuals residing in Visakhapatnam and the surrounding East Godavari district in Andhra Pradesh via the use of a questionnaire. The data analysis was carried out using the Amos 22.0 software. A favourable attitude, influencer credibility, social influence, and perceived consumer effectiveness all lead to purchase intention, according to the data. This research amplifies the elements that impact consumers intention to purchase sustainable apparels with reference to influencer marketing.