Influencer Marketing, Cultural Sensitivity, and Artificial Intelligence as Determinants of Green-Food Product Purchase: the Moderating Role of Legal Norm Compliance

Abstract

Sustainable consumption and the transition toward green products, particularly in the agri-food sector, represent important challenges for contemporary agricultural economics. This study examines the influence of influencer marketing, cultural sensitivity, and artificial intelligence on consumers’ purchase intentions toward green products, with compliance with legal norms as a moderating factor. The research was conducted in the Republic of Serbia using a survey-based methodology on a sample of 418 respondents. The results show that all examined factors have a statistically significant positive effect on green product purchase, while compliance with legal norms strengthens these relationships. The findings indicate that sustainable consumption is driven by the interaction of digital communication, cultural alignment, technological support, and regulatory trust. It is recommended that agricultural producers and food marketers combine digital marketing tools with culturally adapted communication while ensuring adherence to legal standards. The study provides insights for policymakers supporting sustainable agri-food market development.