THE WAVE OF GREEN SOCIAL MEDIA INFLUENCERS ON ECO-CONSCIOUS CONSUMER (With Special Reference to Social Media Users in Chennai City)

DOI: https://doi.org/10.5281/zenodo.19710699

Authors:

Dr. R. UMA

Keywords:

Eco-conscious consumers, green social media influencers, green attitude, eco friendly products, purchase intention.

Abstract:

In recent years, consumer behaviour has significantly shifted as more individuals prioritize sustainability and environmental consciousness in their purchase decisions. Many consumers are increasingly aware of the impact their purchasing decisions can have on the planet and are actively seeking eco-friendly alternatives. This shift in consumer behaviour is driven by various factors, including greater access to information, the influence of social media and the realization that individual actions can make a difference.  The rise of eco-consciousness has brought a new wave of responsibility to the world of business. Eco-conscious consumers are transforming the business realm, demanding a fresh approach. One such approach to business firms is to embrace Influencer Marketing strategy. Companies that prioritize sustainability through Influencers on social media platforms have a unique opportunity to earn the trust, loyalty and support of this expanding market. In the wake of a constant pressing need for environmentally friendly behaviours, sustainable consumption practices and evolving societal, this research study throws light on Green Social Media Influencers (GSMI’s) and their impact on consumer behaviour, particularly in the context of eco-conscious consumers. Recognizing the influential role of Green social media influencers in shaping attitudes and behaviours of the followers on social media platforms this study is an eye-opener to understand how influencers engage, communicate effectively the sustainability efforts and initiatives of brands with environmentally conscious consumers. The findings underscore the effectiveness of Green social media influencers in shaping followers' purchase intentions through personal attributes, content characteristics, green orientation and message appeal type. Further, this research study offers insights to marketers to devise effective strategies to promote sustainable consumption among eco-conscious consumers in collaboration with green social media influencers on social media platforms.

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