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Authentic green marketing: How sustainability influencers advocate for change

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  • Gisler, Julia

Abstract

Prejudices about sustainability are widespread. This article shows how sustainability influencers seek to overcome these while remaining authentic, as they also collaborate with brands, thereby promoting consumption. The findings from 18 interviews and a netnography show that they apply four strategies: Educating, exemplifying, endorsing imperfection, and embracing compassion to address this.

Suggested Citation

  • Gisler, Julia, 2024. "Authentic green marketing: How sustainability influencers advocate for change," Marketing Review St.Gallen, Universität St.Gallen, Institut für Marketing und Customer Insight, vol. 41(5), pages 26-33.
    • Handle: RePEc:zbw:hsgmrs:328061
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    1. Pittman, Matthew & Abell, Annika, 2021. "More Trust in Fewer Followers: Diverging Effects of Popularity Metrics and Green Orientation Social Media Influencers," Journal of Interactive Marketing, Elsevier, vol. 56(C), pages 70-82.
    2. Haiyue (Felix) Xu & Lisa E Bolton, 2024. "How Do Consumers React to Production Waste?," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 51(2), pages 212-237.
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