To read this content please select one of the options below:

Greenfluencers as agents of social change: the effectiveness of sponsored messages in driving sustainable consumption

Payal S. Kapoor (Department of Marketing, XLRI Delhi-NCR Campus, Jhajjar, India)
M.S. Balaji (Department of Marketing, Rennes School of Business, Rennes, France)
Yangyang Jiang (Nottingham University Business School China, University of Nottingham, Ningbo, China)

European Journal of Marketing

ISSN: 0309-0566

Article publication date: 28 November 2022

Issue publication date: 17 January 2023

4296

Abstract

Purpose

This study aims to examine the role of message appeals (concrete vs abstract) posted by greenfluencers in determining their behavioral intention toward the sponsored sustainable product. This study examined the underlying mechanism of message authenticity and product sustainability image in this relationship. This study also investigated the boundary condition of product type (utilitarian vs hedonic) in the effect of sustainability message appeal on purchase intention.

Design/methodology/approach

Four studies were carried out. One field experiment on Facebook and three scenario-based online experiments were conducted to test the proposed relationships.

Findings

This study found that a concrete message appeal results in a higher purchase intention of the promoted product than an abstract message appeal. This effect is a result of message authenticity and product sustainability image. Furthermore, product type moderates the impact of message appeal on behavioral intention via message authenticity and product sustainability image.

Research limitations/implications

This study contributes to the literature on influencer marketing, sustainability communication and the persuasion process.

Practical implications

This study’s findings provide insights for greenfluencers and firms that leverage greenfluencers to promote their sustainable products on social media. Specifically, it lays out how the sustainability message should be framed to be persuasive.

Originality/value

This study findings offer novel insights for greenfluencers and firms in developing effective message strategies to promote sustainable products on social media.

Keywords

Acknowledgements

This research is supported by the Key Scheme of the Ningbo Soft Science Programme (Grant No. 2021R004) funded by the Ningbo Science and Technology Bureau and the Zhejiang Soft Science Programme (Grant No. 2022C35053) funded by the Science Technology Department of Zhejiang Province.

Citation

Kapoor, P.S., Balaji, M.S. and Jiang, Y. (2023), "Greenfluencers as agents of social change: the effectiveness of sponsored messages in driving sustainable consumption", European Journal of Marketing, Vol. 57 No. 2, pp. 533-561. https://doi.org/10.1108/EJM-10-2021-0776

Publisher

:

Emerald Publishing Limited

Copyright © 2022, Emerald Publishing Limited

Related articles