The Role of Greenfluencers’ Communication in Overcoming Consumers’ Barriers to Circular Economy: An Explorative Study on @Eco.narratrice
Sustainability,
Год журнала:
2025,
Номер
17(5), С. 1994 - 1994
Опубликована: Фев. 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.
Язык: Английский
Bridging the Green Marketing Communication Gap: Assessing Image Coherence in Green Hotels
International Journal of Tourism Research,
Год журнала:
2025,
Номер
27(2)
Опубликована: Март 1, 2025
ABSTRACT
This
study
investigates
the
gap
between
how
hotels
present
their
sustainability
efforts
(projected
green
image)
and
guests
perceive
them
(perceived
image).
Drawing
on
signaling
theory
using
a
multiple‐case
approach,
we
combined
content
sentiment
analysis
to
examine
communication
strategies
guest
responses.
The
findings
reveal
frequent
misalignments:
some
practices
are
promoted
but
not
noticed
(greenwashing
risk),
while
others
valued
by
undercommunicated
(greenhushing).
Based
these
patterns,
propose
two‐dimensional
framework
that
maps
four
scenarios.
concept
of
cohering—where
projection
perception
align—emerges
as
ideal
state
for
building
credibility
trust.
By
introducing
this
framework,
contributes
marketing
literature
offers
practical
guidance
hospitality
businesses
seeking
align
messaging
with
experience.
Our
highlights
need
both
operationally
grounded
perceptually
resonant.
Язык: Английский