Who Delivers Green Messages Matters: The Role of Trust and Perceived Manipulation in Green Purchase Intention
Keywords:
AI-assisted content, content source, green purchase intention, perceived manipulation, trustAbstract
This study examines how marketing content sources human influencers, brand-generated content, and AI-assisted content influence green purchase intention through trust and perceived manipulation. As digital marketing increasingly relies on diverse content sources, consumers may respond differently depending on the credibility and perceived persuasive intent of the message. Using a quantitative approach, this research employs a cross-sectional survey of social media users who have been exposed to green product marketing content. Data were analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS) to test direct and indirect relationships among the variables. The findings indicate that content source significantly influences consumer trust, which in turn reduces perceived manipulation and enhances green purchase intention. Perceived manipulation was found to negatively affect purchase intention and to act as a mediating mechanism between trust and green purchase intention. This study contributes to the green marketing and digital communication literature by proposing a serial mediation model that explains the psychological process underlying consumer responses to different marketing content sources. Practically, the results suggest that marketers should prioritize trust-building strategies and transparency when utilizing influencer or AI-assisted content to promote environmentally friendly products.
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