Abstract
This study aims to deliver a reliable scale for greenfluencer cognitraction which is defined as ‘the cognitive pull, the green influencers exert on their followers’. Addressing three core research questions, the study investigates the dimensions of perceived cognitive influence in the context of greenfluencer attraction, the scale’s theoretical grounding and translation into measurable constructs, and the reliability and validity of the developed scale. Drawing from source credibility and source attractiveness theories, a mixed methods approach was adopted; where primarily in-depth interviews (n=55) were conducted to generate item pools, secondly, a pilot survey for Cronbach’ alpha validation (n=50), thirdly Exploratory Factor Analysis (EFA) (n=217) and finally Confirmatory Factor Analysis (CFA) (n=385). These four stages resulted in identifying four core dimensions for cognitive anchoring, such as, awareness and recognition of products; analysis and judgement of the claims; communication advocacy of sustainability practices and knowledge of the environment. Particularly, the robustness of the cognitive anchoring items, centered on message clarity and simplification demonstrated strong reliability and alignment with participants’ natural processing of greenfluencer communication. The validated scale offers a theoretically grounded tool for future research on greenfluencer impact in sustainability marketing.
Keywords: Cognitive Anchoring, Cognitraction, Greenfluencer Attraction, Scale Development, Sustainable Green Marketing