Exploring the Interplay Among Environmental Knowledge, Green Purchase Intention, and Pro‐Environmental Behavior in Greenfluencing Scenarios: The Mediating Effect of Self‐Congruity

Sustainable Development, Journal Year: 2025, Volume and Issue: unknown

Published: Jan. 3, 2025

ABSTRACT This study aims to understand how followers' perceptions of environmental knowledge conveyed by greenfluencers and mediated real ideal self‐congruence affects intentions make environmentally friendly purchases engage in pro‐environmental behaviors. Employing a quantitative research approach, data were collected from 224 followers through nonprobabilistic sampling. Structural equation modeling (SEM) was utilized for analysis. Contrary prior assumptions, our findings indicate that self‐congruity does not significantly predict or However, emerged as significant mediator, influencing both behavior the intention green consumption. contributes understanding virtual relationships involving highlighting importance crafting persuasive content selecting influencers effective promotion brands. We conclude use can indirectly encourage actions, promoting sustainability objectives ecological awareness society.

Language: Английский

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Racialized environmental injustice and green advertising: how color-conscious and colorblind strategies influence majority and minority consumers’ green cognitions

International Journal of Advertising, Journal Year: 2025, Volume and Issue: unknown, P. 1 - 34

Published: Jan. 17, 2025

The environmental injustice and racial equality social movements, together, have shed light on the disparities in issues, challenging notion that green advertising is an uncontentious, neutral form of brand advocacy. effectiveness racialized messaging—as emerging strategy intersecting identity activism—has not been sufficiently explored communication literature. To fill this gap, present research examines how activism strategies (i.e. color-conscious, colorblind, apolitical/control) influence minority majority consumers' cognitions commercial responses. results showed color-conscious messaging optimizes Black Americans' responses, while White Americans responded positively to colorblind approach. More importantly, study revealed two cognition responses—perceived greenwashing ideology—mediated joint effects audience outcomes. By forefronting injustice/racism address overlooked critical aspects reveal its impacts across communities, work charts new frontiers for but also offers unique theoretical, practical, insights into diversity, equity, inclusion advocacy campaign strategies.

Language: Английский

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The Dark Side of Social Media Influencers: A Research Agenda for Analysing Deceptive Practices and Regulatory Challenges

Psychology and Marketing, Journal Year: 2025, Volume and Issue: unknown

Published: Jan. 17, 2025

ABSTRACT Social media influencers are powerful agents as they broadcast information, steer consumer behavior and social norms. But their influence masks a “dark side,” too. Our research agenda investigates this understudied theme. What happens when behave badly? Does the negative adversely impact marketing strategies behavior? We explore range of areas, including influencers' authenticity, ethics, psychological on followers. Employing interdisciplinary approaches, our presents complexities harms influencer culture. Organized around six key themes—Harmful Products, Misinformation, Unrealistic Beauty Standards, Comparison Culture, Deceptive Consumption, Privacy Concerns— findings provide comprehensive analysis impacts in contexts. Additionally, study proposes theoretical propositions 35 questions to guide future investigations.

Language: Английский

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When Does Collaborating With Green Influencers Backfire? An Experimental Analysis of how Authenticity Components Shape Consumer Reactions to Sponsored Content

Business Strategy and the Environment, Journal Year: 2025, Volume and Issue: unknown

Published: Jan. 27, 2025

ABSTRACT This study explores the role of perceived authenticity in shaping persuasiveness sponsored content by green influencers. We examine how variations importance six component judgments—accuracy, connectedness, integrity, legitimacy, originality, and proficiency—influence consumers' intentions to change their behavior following influencers' advice case nonsponsored content. To this end, we conducted an experiment with 486 active social media users who follow at least one influencer. Results indicate that, although typically diminishes intent influencer advice, effect is contingent upon relative attributed components consumers. Further, cluster analysis identified distinct consumer segments that vary response based on perceptions authenticity. offer guidance influencers companies authentically tailor sustainable collaborations.

Language: Английский

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The Role of Greenfluencers’ Communication in Overcoming Consumers’ Barriers to Circular Economy: An Explorative Study on @Eco.narratrice

Sustainability, Journal Year: 2025, Volume and Issue: 17(5), P. 1994 - 1994

Published: Feb. 26, 2025

Consumers encounter significant psychological and social barriers that hinder their participation in ecological transitions. Green influencers (or Greenfluencers), through communication style perceived credibility, have the potential to increase consumer awareness engagement with circular practices. Previous research has focused on green influencers’ role eco-friendly purchases, but impact promoting economy behaviors is less studied. To address this gap, present explorative study investigates how can shape consumers’ perceptions of adopting economies. Using a single case Italian Greenfluencer “@Eco.narratrice” (Elisa Nicoli), paper examines content creators’ obstacles prevent consumers from embracing models context. Our findings reveal different effectiveness adoption barriers. While helps reduce like knowledge gaps essentialism, it may also heighten concerns about switching costs, inertia, cynicism. The contribute growing literature influencers, offering new insights into broader effects This provides for marketing managers leveraging Greenfluencers promote business models. It feedback refine strategies, helping them better CE barriers, particularly areas where efforts fail achieve desired impact.

Language: Английский

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Do consumers prefer nearby ugly food? Examining the role of spatial-social distance in suboptimal produce preference

Food Quality and Preference, Journal Year: 2025, Volume and Issue: unknown, P. 105516 - 105516

Published: March 1, 2025

Language: Английский

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Against the Green Schema: How Gen‐AI Negatively Impacts Green Influencer Posts

Psychology and Marketing, Journal Year: 2024, Volume and Issue: unknown

Published: Nov. 26, 2024

ABSTRACT The current research examines the impact of using AI‐generated images (vs. real photographs) in social media posts green influencers, by relying on schema congruity theory. Three experimental studies show that compared to photographs, use are less likely receive favorable consumer responses. This effect arises from incongruity between gen‐AI and activated post, which causes a) lower perceived appropriateness a image context, leading b) authenticity post. In attempting counter this negative AI, reason for is ineffective but generated purpose‐built AI aligns with cause fully mitigates observed issue. By identifying explaining specific work extends influencers general marketing. Findings encourage sustainable brands cautiously.

Language: Английский

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Social Media Influencers in Marketing

Elsevier eBooks, Journal Year: 2024, Volume and Issue: unknown

Published: Jan. 1, 2024

Language: Английский

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