What is Trust in the Influencer

Social media has become a crucial point for brands to establish a connection with their consumers and potential consumers, being many times responsible for developing the need and converting it into a purchase. Thus, it is worth highlighting the role of influencers in social media that affect fashion purchase. Given the growth of sustainable fashion, it is necessary to verify the relationship between influencers and social media and the intention to purchase sustainable fashion. A conceptual model that aims to understand the effect of influencers' characteristics in the intention to purchase sustainable fashion is presented. The results show that consumer knowledge and willingness to pay more are the only factors that positively affect the purchase intention of sustainable fashion. Furthermore, the authors highlight that consumer knowledge is the construct that has a distinctly greater impact on the intention to purchase sustainable fashion.