The Power of Green Influencers: Leveraging Social Media for Environmental Sustainability in Fast-Moving Consumer Goods

This study investigates the correlation between green influencers and environmental sustainability within the fast-moving consumer goods (FMCG) sector, with a specific focus on natural and organic personal care products. It employs a quantitative research approach and a descriptive survey design to gather data from active social media users in Ghana, primarily utilizing platforms like Facebook, Instagram, Twitter, and YouTube. Structured questionnaires were distributed and collected via Google Forms to compile responses from the study participants. The analysis of this research delves into several variables, including the extent of a green influencer’s social media following, the exposure of users to their content, the perceived credibility and authenticity of these influencers, and the effectiveness of their strategies in promoting environmental sustainability. The sample for this study comprises 376 respondents, and probit regression analysis is employed to scrutinize the data. The findings reveal a positive association between environmental sustainability and the extent of a green influencer’s social media following. Furthermore, increased exposure to the content produced by green influencers, higher ratings for their credibility and authenticity, and the belief that their strategies are more effective are all linked to a heightened likelihood of environmental sustainability. Additionally, individuals with higher income levels and employment status are more likely to engage in practices that promote environmental sustainability. This research underscores the importance of harnessing the influence of green influencers to advocate for sustainable practices within the FMCG industry.