Greenfluencers as agents of social change: the effectiveness of sponsored messages in driving sustainable consumption

Purpose: This study aims to examine the role of message appeals (concrete vs abstract) posted by greenfluencers in determining their behavioral intention toward the sponsored sustainable product. This study examined the underlying mechanism of message authenticity and product sustainability image in this relationship. This study also investigated the boundary condition of product type (utilitarian vs hedonic) in the effect of sustainability message appeal on purchase intention. Design/methodology/approach: Four studies were carried out. One field experiment on Facebook and three scenario-based online experiments were conducted to test the proposed relationships. Findings: This study found that a concrete message appeal results in a higher purchase intention of the promoted product than an abstract message appeal. This effect is a result of message authenticity and product sustainability image. Furthermore, product type moderates the impact of message appeal on behavioral intention via message authenticity and product sustainability image. Research limitations/implications: This study contributes to the literature on influencer marketing, sustainability communication and the persuasion process. Practical implications: This study’s findings provide insights for greenfluencers and firms that leverage greenfluencers to promote their sustainable products on social media. Specifically, it lays out how the sustainability message should be framed to be persuasive. Originality/value: This study findings offer novel insights for greenfluencers and firms in developing effective message strategies to promote sustainable products on social media.