Study on Factors Influencing Green Purchase Intention Through KOL Video Reviews

Abstract

Purpose: This study aims to explore the factors influencing green purchase intention in the context of marketing through video reviews by Key Opinion Leaders (KOLs), while assessing the mediating role of green trust and sense of community, and the moderating role of green skepticism, based on the SOR theoretical framework.
Design/methodology/approach: The study employs a quantitative method with 300 valid survey samples from young Vietnamese consumers with experience watching video reviews from KOLs on social media. Data were analyzed using the PLS-SEM structural model via SmartPLS 4.0 software to test the theoretical model and research hypotheses.
Findings: KOL video review quality and social presence have a positive impact on green trust and sense of community, these two factors play an important mediating role in driving consumers' green purchase intention. Notably, the green skepticism variable demonstrates a significant moderating role by increasing the influence of sense of community on purchase intention, while not creating a significant impact on the relationship between green trust and consumer behavior.
Originality/value: This study clarifies the connecting role between cognitive factors, emotions, and green skepticism within the SOR theoretical framework. This approach explains more deeply the dynamics forming green consumption intention in the digital media context. The research results offer practical implications for businesses and KOLs in building marketing strategies suitable for sustainable consumer behavior.