Authentic Green Marketing: How Sustainability Influencers Advocate for Change
Journal
Marketing Review St. Gallen
Type
journal article
Date Issued
2024-08-30
Author(s)
Research Team
IMC
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.
Language
English
Keywords
Sustainability
Influencer Marketing
Social Media
Authenticity
Refereed
yes
Number
05/2024
Start page
26
End page
33
Subject(s)
File(s)![Thumbnail Image]()
open.access
Name
MRSG_0524_SPT_Gisler_online.pdf
Size
739.74 KB
Format
Adobe PDF
Checksum (MD5)
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