Green influencer marketing: conceptualization, scale development, and validation: an application to tourism products

Journal of Sustainable Tourism, Год журнала: 2023, Номер 32(10), С. 2181 - 2206

Опубликована: Окт. 30, 2023

AbstractThis study aims to conceptualize the green influencer marketing (GIM) and develop a GIM scale for its measurement. To achieve this goal, research used sequential exploratory mixed-methods design. In context, qualitative quantitative studies were carried out, respectively. Study 1 included study, while 2, 3 4 studies. 1, social media posts of 14 influencers subjected content analysis provide an operational definition GIM. With analysis, sub-factors, which are environmentally friendly product-oriented influence environmental sustainability-oriented influence, conceptualized 15-item pool was obtained. Quantitative data collected from participants who followed at least one influencers. studies, multiple waves collection used. item purified refined with help research. Thus, consisting 2 dimensions 8 items obtained (n:100). 3, factor structure confirmed through test-retest method (n:202). 4, model hypothesized using Stimulus-Organism-Response (S-O-R) Theory tested ensure nomological validity (n:321). The built consists GIM, perceived fit personal interests, behavioral intention, consciousness variables. measured 8-item two-factor developed in study. Perceived interests three-item adapted Casaló et al. Green Intention four-item Jain An eight-item by Huang utilized measure consciousness. According findings, significantly predicted behavioural intention towards tourism products. As result, makes valuable contribution literature conceptualizing developing scale.Keywords: marketingscale developmentstimulus-organism-response theorygreen intentiongreen products Disclosure statementNo potential conflict interest reported author(s).

Язык: Английский

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From Likes to Sustainability: How Social Media Influencers Are Changing the Way We Consume

Sustainability, Год журнала: 2024, Номер 16(4), С. 1393 - 1393

Опубликована: Фев. 7, 2024

Social media has become an integral part of our daily lives. Influencers have emerged as significant players in promoting sustainable consumption recent years. With their reach and influence, they the ability to sway consumer decisions earn rewards from marketers. However, influencer’s perceived importance credibility among followers is essential persuade others. In this study, we utilized network theory mind scrutinize impact on consumption. We collected data 427 consumers conducted structural equation modeling (SEM) test hypotheses. Our findings indicate that a positive credibility, which subsequently favorable cognitive, affective, conative These results confirm influencers provide insights into how social marketers can optimize marketing strategies.

Язык: Английский

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The interaction effect of fashion retailer categories on sustainable labels: the role of perceived benefits, ambiguity, trust, and purchase intention

International Journal of Advertising, Год журнала: 2024, Номер 43(6), С. 1016 - 1038

Опубликована: Фев. 2, 2024

While fashion brands, manufacturers, and third-party agencies have long used eco-labels to inform consumers about their sustainability efforts, this method is now becoming popular among retailers, who are developing applying own products. Yet, there limited research regarding the impact of retailers' sustainable labels on consumer perception purchase intention. The present addresses concern finds that behavior varies depending whether a retailer creates separate categories for products uses more detail in labeling. Building categorization signal theories, study presence (vs. absence) category, specific general) label mitigates ambiguity increases perceived benefits, trust retailer, Findings extend previous specificity retailing demonstrate important practical implications especially those ecommerce.

Язык: Английский

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Sustainable Fashion in New Era: Exploring Consumer Resilience and Goals in the Post-Pandemic

Sustainability, Год журнала: 2024, Номер 16(8), С. 3140 - 3140

Опубликована: Апрель 9, 2024

This study examines the underlying mechanisms that lead to sustainable fashion consumption in post-COVID-19 pandemic era. Particularly, this explores complex relations between resilient coping mechanisms, consumer life goals, and consumption, combining Goal Content Theory Consumer Sustainability Orientation framework. The findings obtained from partial least squares structural equation modeling analysis using 503 responses confirm positively influenced both intrinsic extrinsic goals. While goals reinforce all aspects of sustainability orientation (ecological, social, economic), show a contrasting effect—positively affecting economic but negatively impacting ecological social dimensions. Among orientations, dimension had significant positive effect on behavior. research also reveals directly improves dimensions it does not significantly influence orientation. offers insight into differentiated marketing communication strategies for retailers depending consumers’ goals—intrinsic or extrinsic—and implies importance dynamic impact each choices.

Язык: Английский

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Fast fashion consumption and its environmental impact: a literature review

Sustainability Science Practice and Policy, Год журнала: 2024, Номер 20(1)

Опубликована: Авг. 3, 2024

The fast fashion linear business model and its widespread consumption practices have instigated numerous environmental consequences, prompting extensive research into sustainable consumer behavior. This article conducts a thorough quantitative analysis of the contemporary landscape industry ecological impact. Spanning from 2012 to 2023, our review explores 119 articles sourced journals at intersection clean production industry. reveals two central focal points identifies 77 keywords embedded in knowledge base. Three overarching domains emerge this exploration. We construct cohesive narrative by synthesizing critical junctures, base, identified domains, resulting structure comprising five key concepts. Moreover, are thoughtfully organized under their respective domains. As synthesis these insights, presents robust roadmap, serving as compass for nuanced understanding current state sustainability within dynamic realm

Язык: Английский

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Environmental sustainability in the digital age: unraveling the effect of social media on green purchase intention

Young Consumers Insight and Ideas for Responsible Marketers, Год журнала: 2024, Номер 25(6), С. 1015 - 1035

Опубликована: Авг. 24, 2024

Purpose The unethical use of natural resources is contributing to the increasing environmental degradation. depleting environment poses a threat sustainability present and future generations. This paper aims investigate impact social media on green purchase intention consumers. research adopts theory reciprocal determinism integrate variables media, product knowledge, consumption values drive for responsibility, assessing their collective intention. Design/methodology/approach Data were gathered from sample 310 young consumers using structured close-ended questionnaire. proposed hypothesis was tested by employing PLS-SEM. Findings study validates that (SM) has ability shape consumers' choose more eco-friendly products. In addition responsibility exert significant influence However, knowledge did not have nor mediate relationship between Originality/value existing scholarly literature indicates researchers employed variety theories as basis studies aimed at predicting intentions behaviors related environmentally conscious purchases. To our this first incorporate in determinism. Notably, represents inaugural investigation context an emerging economy mediating variable.

Язык: Английский

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Antecedents of sustainable fashion in Asia: current and future research direction using thematic evaluation, PRISMA, and TCCM frameworks

Environment Development and Sustainability, Год журнала: 2025, Номер unknown

Опубликована: Янв. 11, 2025

Язык: Английский

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Verde por fora, cinza por dentro? explorando a transparência na comunicação de pequenas marcas de moda sustentável no Instagram

ReMark - Revista Brasileira de Marketing, Год журнала: 2025, Номер 24(1), С. 175 - 236

Опубликована: Янв. 13, 2025

Objetivo: Classificar e apreciar criticamente a forma como pequenas marcas de moda sustentável articulam transparência na comunicação suas práticas sustentáveis nas mídias sociais. Método: Abordagem qualitativa documental, através análise conteúdo em 632 fotos, 163 vídeos 170 legendas das seções Feed Destaques dos Stories 17 brasileiras com até 50 mil seguidores no Instagram. Originalidade/Relevância: Enquanto on-line grandes foi amplamente estudada, há uma escassez análises sobre marcas. Esta pesquisa preenche essa lacuna, ressaltando importância entender essas divulgam iniciativas Resultados: Embora estratégias visuais marketing prevaleçam Feed, abordagem mais transparente autêntica é adotada nos relação processos internos, produção artesanal, trabalho feminino, projetos socioambientais matérias-primas. No entanto, deficiências divulgação números impacto socioambiental, reconhecimento desafios áreas melhoria, da remuneração justa trabalhadores. Contribuições teóricas/metodológicas: Este estudo aprofunda compreensão as abordam ambiente digital, identificando aspectos negligenciados nessa comunicação. sociais/para gestão: Os achados oferecem insights práticos para aprimorar emergentes sustentável, visando seus públicos, fim evitar disseminação falsos discursos mercadológicos

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Antecedents of Generation Y consumers’ perceived value of social media advertisements

Cogent Social Sciences, Год журнала: 2025, Номер 11(1)

Опубликована: Янв. 15, 2025

This study investigates the perceived value of social media advertisements among Generation Y consumers in South Africa, focusing on antecedents informativeness, entertainment, irritation, and credibility. The significance lies its exploration how these factors influence effectiveness advertising, providing insights for marketers aiming to engage this important sizeable demographic effectively. data collected from 430 through self-administered questionnaires was analysed using a variety statistical techniques, particular confirmatory factor analysis path analysis. These techniques were used validate examine relationships between studied latent factors. results indicate that credibility are positively associated with perceptions participants, while irritation is negatively associated. suggests should focus creating informative entertaining content enhance their advertisements. Additionally, reducing irritating elements maintaining crucial positive consumer perceptions. strategies can help craft more effective advertisements, leading better engagement improved marketing outcomes.

Язык: Английский

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Eco-Stories That Stick

Advances in marketing, customer relationship management, and e-services book series, Год журнала: 2025, Номер unknown, С. 189 - 222

Опубликована: Фев. 7, 2025

This case study examines Rustic Hue® (RH), a sustainable fashion brand committed to ethical practices, cultural heritage, and environmental protection. RH faced challenges in effectively communicating their orientation commitment social, economic sustainability while differentiating themselves crowded market. To overcome this challenge, implemented strategic digital storytelling an innovative manner. They utilized own media, including social media the website, showcase collaborations with weaving communities, highlight design innovations customer testimonials. These approaches helped foster trust, transparency, enhanced market recognition, establish relevance. Beyond sharing product-oriented stories, they also emphasize publish on responsibility through “Jugaad” line, which promotes upcycling zero-waste practices. Furthermore, documents lives practices of these communities shares research findings promote public awareness appreciation.

Язык: Английский

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