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

DOI

10.2991/978-94-6463-443-3_91How to use a DOI?

Keywords

Green Influencers; social media; environmental sustainability

Abstract

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.

Copyright

© 2024 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Download article (PDF)

TY  - CONF
AU  - Pearl Fafa Bansah
AU  - Vanessa Gaffar
AU  - Disman Disman
AU  - Ayu Krishna Yeliawati
PY  - 2024
DA  - 2024/06/26
TI  - The Power of Green Influencers: Leveraging Social Media for Environmental Sustainability in Fast-Moving Consumer Goods
BT  - Proceedings of the 8th Global Conference on Business, Management, and Entrepreneurship (GCBME 2023)
PB  - Atlantis Press
SP  - 697
EP  - 703
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-443-3_91
DO  - 10.2991/978-94-6463-443-3_91
ID  - Bansah2024
ER  -