Research purpose:
Grounded in the Stimulus Organism Response (SOR) framework, Persuasion theory, and Inspiration theory, this study examines how social media influencers (SMIs) shape Generation Z’s willingness to participate in the Circular Economy (CE). A moderated serial mediation model is developed in which inspiration and awareness function as sequential mediators, while perceived greenwash (GW) moderates both direct and indirect effects of SMIs on CE participation.
Research motivation:
As environmental concerns intensify, the CE has become a central approach to reducing waste and promoting sustainable consumption. At the same time, SMIs have emerged as powerful agents of influence, shaping pro-environmental behaviors among digital-native audiences. However, the growing phenomenon of greenwashing, when sustainability claims lack authenticity, poses a serious threat to influencer credibility. Yet, little is known about how perceived GW alters the persuasive process linking SMIs’ influence to CE-oriented engagement, especially in emerging economies such as Vietnam.
Research design, approach, and method:
A quantitative survey was conducted with 414 valid responses from Generation Z participants in Ho Chi Minh City. The questionnaire measured perceived influencer impact, inspiration, awareness, perceived GW, and CE willingness. Data were analysed using Partial Least Squares Structural Equation Modelling (PLS SEM) with 5,000 bootstrap resamples to test the moderated serial mediation framework.
Main findings:
Results reveal that SMIs enhance willingness to participate in CE through a sequential process of inspiration leading to greater awareness. However, when followers perceive high levels of greenwashing, these indirect effects weaken significantly, indicating that GW diminishes both the inspirational appeal and the awareness-raising capacity of influencers. This finding highlights perceived authenticity as a critical condition for translating digital influence into sustainable action.
Practical/managerial implications:
The study underscores that authentic, transparent, and evidence-based influencer communication can effectively motivate CE participation among young consumers. Brands should avoid symbolic or misleading sustainability claims that trigger greenwashing perceptions, while policymakers and educators can leverage credible influencers to normalize circular practices and nurture long term pro-environmental mind set.
