Digital Persuasion in Sustainable Consumption: An Integrated Model of Influencer Credibility, e-WOM, Informational Quality and Argument Quality on Green Buying Behaviour
Environmental concern and awareness of sustainable development have significantly reshaped consumer behaviour. However, inconsistent behaviour remains evident, as consumers who endorse pro-environmental attitudes do not consistently make sustainable purchasing decisions. A quantitative research design was adopted. Data were collected from 304 respondents who actively follow influencers on social media platforms, using a structured questionnaire based on a five-point Likert scale. The data were analysed using SPSS and AMOS through Confirmatory Factor Analysis and Structural Equation Modelling. The findings reveal that influencer credibility, electronic word of mouth, informational quality, and argument quality significantly and positively influence consumer green buying behaviour towards eco-friendly products with Argument Quality having the strongest effect.
© The Author(s) 2026. Published by RITHA Publishing. This article is distributed under the terms of the license CC-BY 4.0., which permits any further distribution in any medium, provided the original work is properly cited maintaining attribution to the author(s) and the title of the work, journal citation and URL DOI.
Article’s History: Received 27th of June, 2026; Revised 4th of July, 2026; Accepted for publication 24th of July, 2026; Available online: 29th of July, 2026. Published as research article in Volume III, Issue 3.
Yadav, N. & Singh, S. (2026). Digital Persuasion in Sustainable Consumption: An Integrated Model of Influencer Credibility, e-WOM, Informational Quality and Argument Quality on Green Buying Behaviour. Journal of Global Sustainability and Development, Volume III, Issue 3, 89-112. https://doi.org/10.57017/jgsd.v3.i3.05
CRediT Authorship Contribution Statement: Yadav, N.: Conceptualisation, Methodology, Investigation, Data Curation, Formal Analysis, Writing – Original Draft. Singh, S.: Conceptualisation, Methodology, Supervision, Validation, Writing – Review & Editing. Both authors have read and approved the final version of the manuscript.
Acknowledgments/Funding: This research was supported by the Indian Council of Social Science Research (ICSSR) under the full Doctoral Fellowship awarded to the author. The author thanks the respondents for their valuable participation in this study.
Conflict of Interest Statement: The authors declare no conflicts of interest regarding this manuscript.
Data Availability Statement: The data supporting the findings of this study are available from the corresponding author upon reasonable request.
Ethical Approval Statement: This study involved human participants and was conducted in accordance with established ethical standards. Informed consent was obtained from all participants prior to participation, and anonymity, confidentiality, and voluntary participation were maintained throughout the research process.
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