Theory of planned behavior and Instagram influencer attitudes: effects on Generation Z fashion purchase intention
Keywords:
Perceived trust; subjective norms; perceived behavioral control; attitudes toward the influencer; purchase intention
Abstract
This study aims to analyze the influence of Theory of Planned Behaviour with Attitude Toward Influencers as Mediation on Purchase Intention of Fashion Products on Instagram in Gen Z. The sampling technique used purposive sampling. The research participants totaled 190 respondents who were selected as samples. Analysis using PLS 4.1 software shows that perceived trust, subjective norms, perceived behavioral control, and attitudes toward the influencer, significantly affect attitudes toward the influencer and purchase intention. However, perceived trust does not significantly affect purchase intention. Attitudes toward the influencer mediate the relationship between perceived trust, subjective norms, perceived behavioral control and purchase intention.
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References
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Hong, I. B., & Cho, H. (2011). The impact of consumer trust on attitudinal loyalty and purchase intentions in B2C e-marketplaces: Intermediary trust vs. seller trust. International Journal of Information Management, 31(5), 469–479. https://doi.org/10.1016/j.ijinfomgt.2011.02.001
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Jain, S., & Khan, M. N. (2017). Measuring the impact of beliefs on luxury buying behavior in an emerging market. Journal of Fashion Marketing and Management: An International Journal, 21(3), 341–360. https://doi.org/10.1108/JFMM-07-2016-0065
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Jaiswal, D., Kant, R., Singh, P. K., & Yadav, R. (2022). Investigating the role of electric vehicle knowledge in consumer adoption: evidence from an emerging market. Benchmarking: An International Journal, 29(3), 1027–1045. https://doi.org/10.1108/BIJ-11-2020-0579
Kim, A. J., & Ko, E. (2010). Impacts of Luxury Fashion Brand’s Social Media Marketing on Customer Relationship and Purchase Intention. Journal of Global Fashion Marketing, 1(3), 164–171. https://doi.org/10.1080/20932685.2010.10593068
Lou, C., & Yuan, S. (2019). Influencer Marketing: How Message Value and Credibility Affect Consumer Trust of Branded Content on Social Media. Journal of Interactive Advertising, 19, 58–73. https://api.semanticscholar.org/CorpusID:169815630
Noor, N. M., Noranee, S., Zakaria, M. F., Unin, N., & Suaee, M. A. H. M. (2020). Online Shopping: The Influence of Attitude, Subjective Norm and Perceived Behavioral Control on Purchase Intention. ACM International Conference Proceeding Series, February, 33–36. https://doi.org/10.1145/3387263.3387266
Ohanian, R. (1990). Construction and Validation of a Scale to Measure Celebrity Endorsers’ Perceived Expertise, Trustworthiness, and Attractiveness. Journal of Advertising, 19(3), 39–52. https://doi.org/10.1080/00913367.1990.10673191
Summers, T. A., Belleau, B. D., & Xu, Y. (2006). Predicting purchase intention of a controversial luxury apparel product. Journal of Fashion Marketing and Management: An International Journal, 10(4), 405–419. https://doi.org/10.1108/13612020610701947
Tarawneh, M. A., Alsoud, M., & Albhirat, M. M. (2024). The impact of attitude, subjective norms, perceived behavioral control, and perceived risks on intention in online shopping in Jordan. International Journal of Data and Network Science, 8(4), 2677–2684. https://doi.org/10.5267/j.ijdns.2024.4.011
Tiwari, A., Kumar, A., Kant, R., & Jaiswal, D. (2024). Impact of fashion influencers on consumers’ purchase intentions: theory of planned behaviour and mediation of attitude. Journal of Fashion Marketing and Management, 28(2), 209–225. https://doi.org/10.1108/JFMM-11-2022-0253
Wistedt, U. (2024). Consumer purchase intention toward POI-retailers in cross-border E-commerce: An integration of technology acceptance model and commitment-trust theory. Journal of Retailing and Consumer Services, 81(May). https://doi.org/10.1016/j.jretconser.2024.104015
Xu (Rinka), X., & Pratt, S. (2018). Social media influencers as endorsers to promote travel destinations: an application of self-congruence theory to the Chinese Generation Y. Journal of Travel & Tourism Marketing, 35(7), 958–972. https://doi.org/10.1080/10548408.2018.1468851
Youssef, C., Akhawayn, U. Al, & Lebdaoui, H. (2021). Bagaimana fashion influencer berkontribusi terhadap niat membeli konsumen. April 2020. https://doi.org/10.1108/JFMM-08-2019-0157
Ajzen, I. (2020). The theory of planned behavior: Frequently asked questions. Human Behavior and Emerging Technologies, 2(4), 314–324. https://doi.org/https://doi.org/10.1002/hbe2.195
Ajzen, I., & Fishbein, M. (1980). Understanding Attitudes and Predicting Social Behavior. https://api.semanticscholar.org/CorpusID:142061533
Alnsour, M. S., Ghannam, M., & Alzeidat, Y. (2018). SOCIAL MEDIA EFFECT ON PURCHASE INTENTION: JORDANIAN AIRLINE INDUSTRY. The Journal of Internet Banking and Commerce, 23, 1. https://api.semanticscholar.org/CorpusID:169426285
Casaló, L. V, Flavián, C., & Ibáñez-Sánchez, S. (2020). Influencers on Instagram: Antecedents and consequences of opinion leadership. Journal of Business Research, 117, 510–519. https://doi.org/https://doi.org/10.1016/j.jbusres.2018.07.005
Chang, M. K. (1998). Predicting Unethical Behavior: A Comparison of the Theory of Reasoned Action and the Theory of Planned Behavior. Journal of Business Ethics, 17(16), 1825–1834. https://doi.org/10.1023/A:1005721401993
Chetioui, Y., Benlafqih, H., & Lebdaoui, H. (2020). How fashion influencers contribute to consumers’ purchase intention. Journal of Fashion Marketing and Management, 24(3), 361–380. https://doi.org/10.1108/JFMM-08-2019-0157
Chopra, A., Avhad, V., & Jaju. (2020). Influencer Marketing: An Exploratory Study to Identify Antecedents of Consumer Behavior of Millennial. Business Perspectives and Research, 9, 227853372092348. https://doi.org/10.1177/2278533720923486
Garg, P., & Joshi, R. (2018). Purchase intention of “Halal” brands in India: the mediating effect of attitude. Journal of Islamic Marketing, 9(3), 683–694. https://doi.org/10.1108/JIMA-11-2017-0125
Hong, I. B., & Cho, H. (2011). The impact of consumer trust on attitudinal loyalty and purchase intentions in B2C e-marketplaces: Intermediary trust vs. seller trust. International Journal of Information Management, 31(5), 469–479. https://doi.org/10.1016/j.ijinfomgt.2011.02.001
Jabr, W., & Zheng, Z. (Eric). (2013). Know Yourself and Know Your Enemy: An Analysis of Firm Recommendations and Consumer Reviews in a Competitive Environment. Quantitative Marketing EJournal. https://api.semanticscholar.org/CorpusID:35894733
Jain, S., & Khan, M. N. (2017). Measuring the impact of beliefs on luxury buying behavior in an emerging market. Journal of Fashion Marketing and Management: An International Journal, 21(3), 341–360. https://doi.org/10.1108/JFMM-07-2016-0065
Jaiswal, D., & Kant, R. (2018). Green purchasing behaviour: A conceptual framework and empirical investigation of Indian consumers. Journal of Retailing and Consumer Services, 41, 60–69. https://doi.org/https://doi.org/10.1016/j.jretconser.2017.11.008
Jaiswal, D., Kant, R., Singh, P. K., & Yadav, R. (2022). Investigating the role of electric vehicle knowledge in consumer adoption: evidence from an emerging market. Benchmarking: An International Journal, 29(3), 1027–1045. https://doi.org/10.1108/BIJ-11-2020-0579
Kim, A. J., & Ko, E. (2010). Impacts of Luxury Fashion Brand’s Social Media Marketing on Customer Relationship and Purchase Intention. Journal of Global Fashion Marketing, 1(3), 164–171. https://doi.org/10.1080/20932685.2010.10593068
Lou, C., & Yuan, S. (2019). Influencer Marketing: How Message Value and Credibility Affect Consumer Trust of Branded Content on Social Media. Journal of Interactive Advertising, 19, 58–73. https://api.semanticscholar.org/CorpusID:169815630
Noor, N. M., Noranee, S., Zakaria, M. F., Unin, N., & Suaee, M. A. H. M. (2020). Online Shopping: The Influence of Attitude, Subjective Norm and Perceived Behavioral Control on Purchase Intention. ACM International Conference Proceeding Series, February, 33–36. https://doi.org/10.1145/3387263.3387266
Ohanian, R. (1990). Construction and Validation of a Scale to Measure Celebrity Endorsers’ Perceived Expertise, Trustworthiness, and Attractiveness. Journal of Advertising, 19(3), 39–52. https://doi.org/10.1080/00913367.1990.10673191
Summers, T. A., Belleau, B. D., & Xu, Y. (2006). Predicting purchase intention of a controversial luxury apparel product. Journal of Fashion Marketing and Management: An International Journal, 10(4), 405–419. https://doi.org/10.1108/13612020610701947
Tarawneh, M. A., Alsoud, M., & Albhirat, M. M. (2024). The impact of attitude, subjective norms, perceived behavioral control, and perceived risks on intention in online shopping in Jordan. International Journal of Data and Network Science, 8(4), 2677–2684. https://doi.org/10.5267/j.ijdns.2024.4.011
Tiwari, A., Kumar, A., Kant, R., & Jaiswal, D. (2024). Impact of fashion influencers on consumers’ purchase intentions: theory of planned behaviour and mediation of attitude. Journal of Fashion Marketing and Management, 28(2), 209–225. https://doi.org/10.1108/JFMM-11-2022-0253
Wistedt, U. (2024). Consumer purchase intention toward POI-retailers in cross-border E-commerce: An integration of technology acceptance model and commitment-trust theory. Journal of Retailing and Consumer Services, 81(May). https://doi.org/10.1016/j.jretconser.2024.104015
Xu (Rinka), X., & Pratt, S. (2018). Social media influencers as endorsers to promote travel destinations: an application of self-congruence theory to the Chinese Generation Y. Journal of Travel & Tourism Marketing, 35(7), 958–972. https://doi.org/10.1080/10548408.2018.1468851
Youssef, C., Akhawayn, U. Al, & Lebdaoui, H. (2021). Bagaimana fashion influencer berkontribusi terhadap niat membeli konsumen. April 2020. https://doi.org/10.1108/JFMM-08-2019-0157
Published
2025-07-08
How to Cite
Ramadani, N., & Dwita, V. (2025). Theory of planned behavior and Instagram influencer attitudes: effects on Generation Z fashion purchase intention. Marketing Management Studies, 5(2), 129-141. https://doi.org/10.24036/mms.v5i2.606
Section
Articles
