Trust in influencers increases sustainable fashion adoption in emerging markets

This study investigates the role of influencer marketing in promoting circular fashion consumption in emerging markets, with a focus on overcoming the social stigma traditionally associated with second-hand clothing. Drawing on the Technology Acceptance Model and the Source Credibility Model, the research proposes a structural model in which trust in influencers shaped by perceived credibility, expertise, and value congruence predicts consumers’ intention to purchase circular fashion products. Data were collected through an online survey of 314 Colombian female social media users aged 18 to 45 who had recently purchased sustainable fashion items following influencer recommendations. Using Partial Least Squares Structural Equation Modeling (PLS-SEM), the study confirms that value congruence is the strongest driver of trust in influencers (β = 0.561), followed by perceived expertise (β = 0.254) and credibility (β = 0.176). Trust, in turn, significantly predicts purchase intention for circular fashion (β = 0.375), explaining 31.6% of the variance. The findings underscore the effectiveness of influencer-led campaigns in reshaping consumer perceptions and fostering sustainable behaviors, particularly in contexts where stigma and limited awareness impede the adoption of circular models. This research contributes to the literature by offering a theoretically grounded, empirically tested model of how trust-based mechanisms influence sustainable consumption. It also provides managerial insights for brands seeking to implement socially resonant marketing strategies that align with the Sustainable Development Goals (SDGs), especially in underrepresented regions of the Global South.