Role of Social Media Eco-Influencer Marketing on Green Brand Image in Fast Fashion in Sri Lanka: Generational Difference as Moderator

Abstract

Background: The swift growth of social media has transformed the sphere of sustainability communication, making the concept of eco-influencers (greenfluencers) the most important mediator between companies and their customers. Aim: The study investigates how social media eco-influencer marketing (SMeIM) strategies, namely nature posts, virtual nature experiences, and nature connection, affect green brand image in Sri Lanka’s fast-fashion sector; determines the moderating impact of generational cohort; and identifies the influence of green brand image on green purchase behaviour. Design: The study utilised the Elaboration Likelihood Model (ELM). The sample comprised 450 Sri Lankan social media users who responded to a structured, self-administered questionnaire. Respondents belonged to Generation Z, Millennials, Generation X, and Baby Boomers. The validity and reliability of the constructs were established. The hypotheses were tested using descriptive statistics, correlation analysis, multiple regression analysis, and moderation analysis based on the Hayes PROCESS macro in SPSS. Result: The findings indicate that the three SMeIM dimensions have a statistically significant positive influence on green brand image, with nature posts being the strongest predictor. The moderation analysis indicates that generational cohort plays a significant moderating role, with a stronger SMeIM-GBI relationship for Generation Z and Generation X. In addition, green brand image has a significant positive impact on green purchase behaviour and explains a relatively high proportion of variation in consumers’ environmentally responsible purchase intentions. Conclusion: The results confirm the ELM postulate that influence occurs through two routes, namely the central and peripheral routes, in social media marketing. They further highlight the strategic significance of authentic, visual, and nature-inherent eco-influencer content in developing green brand image and encouraging sustainable consumption in the fast-fashion market. Managers should adopt segmented influencer tactics according to generational differences, emphasising authenticity and long-term value congruence rather than false green signals. Future research may use longitudinal designs, behavioural data, examinations of other influencer attributes, and extensions of the framework to other product types and cross-cultural settings.