Social media has revolutionized the way consumers, particularly Generation Z consumers, make purchasing decisions. The current study examines the influence of influencer characteristics i.e., credibility, reach, and type of content on food choices with consumer trust as a mediator. Drawing on Source Credibility Theory and the Theory of Planned Behaviour, this study explores the relationship between these characteristics and their impact on trust and eating behavior. The major focus of this study is Generation Z since they are deeply engaged with visual and interactive food, lifestyle, and travel content.

A purposive sampling approach was targeted at Gen Z respondents aged 18–30 years from Bengaluru who are reading one or more food or lifestyle blogs. 305 usable responses were collected via an online questionnaire and processed via PLS-SEM using SmartPLS 4. The study procedure was executed in two stages: measurement model test for validity and reliability, and structural model test for path coefficients, R², Q², and mediation effects.

Findings show that content type has very powerful impact on consumer trust, followed by credibility and reach. Impact on trust is strongest on dining decisions and mediates the influence of all three influencer attributes. Fit indices were excellent (SRMR = 0.04, NFI = 0.934), with moderate explanatory power for trust (R² = 0.295) and dining decisions (R² = 0.218). Findings confirm Gen Z consumers are interested in authenticity, quality of interaction, and perceived expertise when deciding on dining options via social media.

This study gives digital marketers, restaurateurs, and influencers a sense of how genuine content and trustworthy engagement matter. It enriches digital consumption behavior theories and puts trust at the forefront of influencer marketing. Platform-specific behavior, consumer trait effects, and trust development can be explored by future research.