Social Media Influencers and Purchase Intention for Sustainable Food Packaging in Chonburi, Thailand: The Mediating Role of Consumer Attitude
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Abstract
This study investigated the relationships among consumers’ perceptions of social media influencer attributes—attractiveness, trustworthiness, expertise—consumer attitudes, and purchase intention toward sustainable food packaging in Chonburi, Thailand, while examining consumer attitude as a mediating mechanism underlying these relationships. A quantitative research approach was employed with a cross-sectional design. Data were collected from 400 Thai residents living in Chonburi through a structured online questionnaire using non-probability multi-stage sampling, consisting of purposive sampling and convenience sampling. Data analysis included descriptive statistics, regression analysis, and mediation analysis using the Sobel test. The findings indicated that consumers have exhibited high levels of perception toward social media influencer attributes, positive attitude and purchase intentions toward sustainable food packaging. Trustworthiness and expertise significantly influenced both attitude and purchase intention, whereas attractiveness showed no significant effect. Consumer attitude had a strong positive impact on purchase intention and significantly mediated the relationships of trustworthiness and expertise with purchase intention. These findings suggest that credible and knowledgeable influencers are able to support sustainability-oriented marketing communication, although consumer attitude remains the key mechanism shaping purchase intention. The results offer practical implications for businesses and policymakers by highlighting the value of credibility-based and attitude-oriented communication in promoting sustainable food packaging.
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