Influencer Congruence and Emotional Drivers in Functional Food Consumption: A Stimulus–Organism–Response Perspective on Generation Z Consumers

Abstract

The global market for functional foods has developed tremendously in recent years, particularly among Generation Z consumers, whose purchasing decisions are highly influenced by digital media and social identity expressions. Social media influencers (more popularly known as Key Opinion Leaders (KOLs)) are growing forces in determining consumer perceptions of wellness products. However, existing research has mainly focused on informational credibility with limited consideration of emotional mechanisms as the groundwork of influencer-driven consumption. This paper explores the behavior of buying functional food in reaction to personal influencers on the basis of the problem of emotional drivers, according to the model of Stimulus - Organism - Response (S-O-R). The data were collected through an online survey among Generation Z consumers with 298 valid responses. The postulated relationships were tested using structural equation modeling. The findings indicate that perceived influencer fit is important in health anxiety and self-indulgent motivation, a positive effect on purchase preferences of both emotional drivers, and a greater influence of self-indulgent motivation. Mediation studies subsequently show that the relationship between influencer congruence and purchase behavior is partially mediated by emotional responses. These results highlight the significance of emotional processes in influencer marketing, which means that the consumption of functional foods among Generation Z is not only driven by health, but also identity expression and lifestyle preferences.