Exploring the Interplay Among Environmental Knowledge, Green Purchase Intention, and Pro‐Environmental Behavior in Greenfluencing Scenarios: The Mediating Effect of Self‐Congruity

ABSTRACT This study aims to understand how followers' perceptions of environmental knowledge conveyed by greenfluencers and mediated by real and ideal self‐congruence affects followers' intentions to make environmentally friendly purchases and engage in pro‐environmental behaviors. Employing a quantitative research approach, data were collected from 224 followers of greenfluencers through nonprobabilistic sampling. Structural equation modeling (SEM) was utilized for analysis. Contrary to prior assumptions, our findings indicate that ideal self‐congruity does not significantly predict pro‐environmental intentions or behaviors. However, real self‐congruence emerged as a significant mediator, influencing both pro‐environmental behavior and the intention to engage in green consumption. This research contributes to understanding virtual relationships involving greenfluencers by highlighting the importance of real self‐congruence in crafting persuasive content and selecting influencers for effective promotion of green brands. We conclude that the use of greenfluencers can indirectly encourage pro‐environmental actions, promoting sustainability objectives and ecological awareness in society.