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How can influencers change consumer behavior in sustainable consumption
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Resumo(s)
The aim of the research is to investigate the strategies influencers should adopt to drive actual
change towards sustainable consumption habits. The research was done through qualitative
research methods through eighteen interviews from three different samples: social media
influencers, customers, and marketing directors. The key findings are that authenticity,
transparency, proximity, and credibility are crucial. The value of time, price, facts, and numbers
are also key in convincing followers to purchase sustainable offerings. Content formats and the
way of presenting brands are also playing a role in the ability to influence change. Influencers
should consider this when addressing their audience.
Descrição
Palavras-chave
Social media influencers Followers Marketing directors Sustainable consumption