ATTENTION/WARNING - NE PAS DÉPOSER ICI/DO NOT SUBMIT HERE

Ceci est la version de TEST de DIAL.mem. Veuillez ne pas soumettre votre mémoire sur ce site mais bien à l'URL suivante: 'https://thesis.dial.uclouvain.be'.
This is the TEST version of DIAL.mem. Please use the following URL to submit your master thesis: 'https://thesis.dial.uclouvain.be'.
 

Impact of Instagram influencers on sustainable consumption perceptions: a comparison of greenfluencers and lifestyle influencers promoting green products.

Goditiabois-Deacon, Emma ; Stévenart Meeûs, Mathilde
(2023)

Files

Goditiabois_22821800__Stevenart_96292100_2023.pdf
  • Closed access
  • Adobe PDF
  • 2.85 MB

Details

Supervisors
Swaen, Valérie
Faculty
Louvain School of Management
Degree label
Master [120] en sciences de gestion, à finalité spécialisée
Abstract
Over the past ten years, the rise of social media has given birth to new marketing methods such as influencer marketing, using influencers’ recommendations to boost companies’ sales. At the same time, the society lived an increasing concern around climate and sustainability, building a common and global awareness of producing less and better. Through our literature review, we review how these two worlds can be combined effectively: what impact do greenfluencers and lifestyle influencers have on consumers' perceptions of sustainable consumption. We mention concepts such as sustainable consumption, social media, Instagram & Influencer marketing before proceeding to the study. Through our study we compare two types of influencers: "greenfluencers" and "lifestyle influencers", who promote hedonic and utilitarian sustainable products. The study is based on a quantitative approach using an online questionnaire submitted to a group of respondents divided into four different scenarios. The results show that greenfluencers are perceived as more expert, authentic and trustworthy than lifestyle influencers. In addition, greenfluencers have a stronger influence on word-of-mouth intentions towards sustainable products compared to lifestyle influencers. Regardless of the type of influencer, their impact on attitude and purchase intention is not significant. However, influencers who promote hedonic products have a more positive effect on consumer behaviour than those who promote utilitarian products. Additionally, a greenfluencer who promotes a sustainable hedonic product will have a greater impact on attitude and electronic word of mouth (EWOM) intention. These results offer important insights for marketing professionals and companies wishing to target the female public effectively when it comes to sustainable consumption. It is essential to choose the right combination of influencers and products to maximize the impact of sustainable influencer marketing campaigns.