Figure 2
The flowchart consists of five text boxes arranged vertically on the left, labeled from top to bottom as follows: “Trustworthiness,” “Expertise,” “Authenticity,” “Influencer-product congruence,” and “Influencer-consumer congruence.” The first three text boxes are enclosed within a dashed rectangle labeled “Influencer credibility.” The fourth and fifth text boxes are enclosed within a dashed rectangle labeled “Congruence.” Two arrows labeled 0.176 asterisk and 0.184 asterisk from “Trustworthiness” lead to the sixth and seventh text boxes arranged vertically on the right, labeled from top to bottom as follows: “Emotional attachment” and “Intention to purchase organic food.” Two arrows labeled 0.158 asterisk and 0.132 asterisk from “Expertise” lead to “Emotional attachment” and “Intention to purchase organic food.” Two arrows labeled 0.188 asterisk and 0.207 double asterisk from “Authenticity” lead to “Emotional attachment” and “Intention to purchase organic food.” Two arrows labeled 0.192 asterisk and 0.178 asterisk from “Influencer-product congruence” lead to “Emotional attachment” and “Intention to purchase organic food.” Two arrows labeled 0.201 asterisk and 0.195 asterisk from “Influencer-consumer congruence” lead to “Emotional attachment” and “Intention to purchase organic food.” A downward arrow labeled 0.536 triple asterisk from “Emotional attachment” leads to “Intention to purchase organic food.”Results of hypothesis testing. Source: The authors