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#ThisIsSustainable: The Effect of Disclosures in Influencer Marketing for Sustainable Food

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  • Freya De Keyzer

    (Erasmus School of History, Culture and Communication, Erasmus University Rotterdam, 3062 PA Rotterdam, The Netherlands
    Faculty of Social Sciences, KU Leuven, 3000 Leuven, Belgium)

Abstract

Sustainable food consumption is seen by many as a significant challenge. Green marketers are trying to combine newer formats of marketing communications, such as influencer marketing, to change consumer’s behaviour to a more environmentally sustainable food choice. Especially, adolescents and young adults have been found to be relevant target groups. In this study, based on persuasion knowledge and reactance theory, we examined the moderating role of disclosures on the effectiveness of food influencer posts, both for sustainable and non-sustainable products. In an online 2 (non-sustainable vs. sustainable food) × 2 (no disclosure vs. disclosure) experiment (N = 332) this study finds that, surprisingly, sustainable food posts are more often recognized as advertising compared to non-sustainable food posts. Nevertheless, a disclosure increases the likelihood that a non-sustainable food post would be recognized as advertising compared to no disclosure. Finally, the recognition of selling intent decreases source credibility and ultimately decreases attitude towards the post and product, as well as liking intention.

Suggested Citation

  • Freya De Keyzer, 2023. "#ThisIsSustainable: The Effect of Disclosures in Influencer Marketing for Sustainable Food," Sustainability, MDPI, vol. 15(12), pages 1-15, June.
    • Handle: RePEc:gam:jsusta:v:15:y:2023:i:12:p:9501-:d:1170209
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    References listed on IDEAS

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    Cited by:

    1. Neringa Vilkaite-Vaitone, 2024. "From Likes to Sustainability: How Social Media Influencers Are Changing the Way We Consume," Sustainability, MDPI, vol. 16(4), pages 1-14, February.

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