Understanding the power of social media influencers in promoting organic food consumption

Purpose In response to growing health and environmental concerns, consumer demand for organic foods has grown steadily. At the same time, social media influencers have a significant influence on consumer choices, especially in digitally connected communities. Against this backdrop, this study draws on source credibility theory and congruence theory to examine how influencer credibility (trustworthiness, expertise and authenticity) and congruence (influencer-product congruence and influencer-consumer congruence) affect consumer intention to purchase organic food. It also investigates the mediating role of emotional attachment in these relationships. Design/methodology/approach This study collected survey responses from 254 Vietnamese participants who were knowledgeable about organic food and social media influencers. The dataset was analyzed using partial least squares structural equation modeling to evaluate the hypothesized relationships. Findings The results indicate that influencers perceived as authentic, trustworthy and knowledgeable positively influence consumers’ purchase intentions toward organic food. Both influencer-consumer and influencer-product congruence also enhance purchase intention. Additionally, these relationships are partially mediated by emotional attachment. Originality/value This study contributes a novel framework that brings together source credibility theory and congruence theory to examine how social media influencers shape consumers’ purchase intentions in the organic food context. It further clarifies the mediating mechanism of emotional attachment, demonstrating how appraisal cues from influencer credibility and perceived congruence translate into affective bonds that ultimately drive behavioral intention.