Trust and expertise: How digital immigrants influence sustainable consumer behavior in emerging markets

This study investigates the influence of digital immigrants’ source credibility on consumer attitudes and purchase intentions toward sustainable electronic devices in Turkey, an emerging market transitioning to eco-conscious practices. Grounded in source credibility theory, the research introduces environmental knowledge as a novel dimension alongside trustworthiness, expertise, and attractiveness, addressing the growing consumer expectation that communicators possess specific knowledge about environmental and sustainability issues. Data collected from 600 respondents were analyzed using Structural Equation Modeling (SEM).The results revealed that trustworthiness (β = 0.66) had the strongest effect on consumer attitude, followed by attractiveness (β = 0.25), expertise (β = 0.22), and environmental knowledge (β = 0.20). These credibility dimensions shaped consumer attitudes, which in turn influenced brand trust, brand image, and purchase intention. The findings confirm that credible digital immigrants positively affect sustainability-driven consumer decision-making. This research extends source credibility theory by integrating a context-specific dimension and provides strategic guidance for brands seeking to engage consumers through trustworthy, environmentally informed communicators. Companies can leverage digital immigrants as effective brand ambassadors to foster consumer trust and loyalty in sustainability-focused markets.