Green influencers and consumers’ decoupling behaviors for parasocial relationships and sustainability. A comparative study between Korea and Vietnam

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dc.contributor.authorMai Le, H.
dc.contributor.authorNguyen, P.
dc.contributor.authorStokes, Peter
dc.date.acceptance2025-02-04
dc.date.accessioned2025-02-18T09:19:17Z
dc.date.available2025-02-18T09:19:17Z
dc.date.issued2025-02-10
dc.descriptionThe file attached to this record is the author's final peer reviewed version. The Publisher's final version can be found by following the DOI link.
dc.description.abstractThis study develops a comprehensive model of green social media influencers (GSMIs) to examine their role in shaping consumer green behaviors through parasocial relationships (PSRs). Particularly, it investigates the interrelationships between trust in GSMIs, perceived risk, and PSRs, as well as the connections among PSRs, perceived guilt, environmental decoupling, and consumer green behaviors. It also aims to identify the key determinants of retail consumer green behavior and explore the moderating effects of perceived greenwashing and follower density. Addressing the limited exploration of these dynamics in the Asian context, the research compares conceptual models of developed and emerging GSMI markets through cross-country surveys conducted in South Korea (n = 306) and Vietnam (n = 309), focusing on national retail consumers. The findings largely confirm the proposed relationships, except for the links between PSRs, environmental decoupling, and perceived guilt, which showed significant variations between the two countries. Furthermore, perceived greenwashing and follower density emerged as critical moderators, significantly shaping the relationships within the model. This study enhances the theoretical understanding of consumer decoupling and influencer marketing while providing practical insights for designing effective green marketing strategies that utilize GSMIs to promote sustainable consumer behavior.
dc.funderNo external funder
dc.identifier.citationMai Le, H., Nguyen, P., Stokes, P. (2025) Green influencers and consumers’ decoupling behaviors for parasocial relationships and sustainability. A comparative study between Korea and Vietnam, Journal of Retailing and Consumer Services, 84, 104256
dc.identifier.doihttps://doi.org/10.1016/j.jretconser.2025.104256
dc.identifier.issn0969-6989
dc.identifier.urihttps://hdl.handle.net/2086/24807
dc.language.isoen
dc.peerreviewedYes
dc.projectidN/A
dc.publisherElsevier
dc.relation.ispartofseries1
dc.researchinstitute.instituteInstitute for Responsible Business and Social Justice
dc.rightsAttribution-NonCommercial-NoDerivs 2.0 UK: England & Walesen
dc.rights.urihttp://creativecommons.org/licenses/by-nc-nd/2.0/uk/
dc.subjectGreen
dc.subjectConsumers
dc.subjectVietnam
dc.subjectKorea
dc.titleGreen influencers and consumers’ decoupling behaviors for parasocial relationships and sustainability. A comparative study between Korea and Vietnam
dc.title.alternativeN/A
dc.typeArticle

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