Published Paper Details:

Purpose- The purpose of the study is to investigate Influencer's marketing on consumers in purchasing sustainable foods. Nowadays, consumer's consumption for sustainable products is changing drastically due to increase in the awareness of health and changing to green lifestyles through influencer marketing. Methodology- This is the conceptual study based on the how consumer attitude and purchase intention of consumers is affecting them to purchase sustainable foods through influencer marketing. This study understands the conceptual framework on influencer marketing and consumers purchase intention on sustainable foods. Findings- It is observed that there is a significant shift in consumer behaviour towards the consumption of sustainable foods have occurred in recent years because of growing social media interaction by influencers which makes consumers aware of their health. Considering the growing customer demand for sustainable products options, this study offers relevant practical information for the influencers involved in creating content and marketing for sustainable foods. Originality- This study tries to fill the gap in the literature review by studying the purchase intention and attitude of the consumers towards sustainable foods through influencer marketing. Very few studies have been conducted on the impact of influencer marketing on consumers in purchasing sustainable foods irrespective of Indian consumers.