Bruna De Conti, Karen Batista

The role of digital influencers in the consumption of vegan products

Introduction

The role of digital influencers in the consumption of vegan products. This study reveals how digital influencers impact vegan product consumption, linking parasocial interaction, identification, and credibility to purchase intention.

Abstract

Veganism has been gaining popularity as a rapidly growing practice, leading to increased interest in conscious consumption and a higher demand for vegan products and food. With this growing trend, digital influencers focused explicitly on the vegan niche have emerged, playing an essential role in disseminating information about this lifestyle. This study analyzed the relationships between Parasocial Interaction, Identification, and Credibility of digital influencers and the Purchase Intention of vegan foods among their followers. For this purpose, a quantitative research approach was conducted through a survey. The data collection instrument was a questionnaire applied through the Google Forms platform, which contained questions about the variables analyzed and socio-demographic questions. The sample of this study consisted of 81 respondents who follow a vegan digital influencer. Spearman correlation tests and Kruskal-Wallis ANOVA were performed. The results of this research allow us to conclude that there is a positive relationship between Parasocial Interaction, Identification, Credibility of the digital influencer, and the Purchase Intention of vegan foods.

Full Text

Comments

You need to be logged in to post a comment.