The Power of Green Influencers: Leveraging social media for Environmental Sustainability in Fast-Moving Consumer Goods
Pearl Fafa Bansah(a) Vanessa Gaffar,(b) Disman (c) Ayu Krishna Yeliawati(d)

Universitas Pendidikan Indonesia

Abstract

This study examines the relationship between green influencers and environmen-tal sustainability in the fast-moving consumer goods industry, with a particular concentration on natural and organic personal care products. Through platforms such as Facebook, Instagram, Twitter, and YouTube, data were collected from active social media users in Ghana using a quantitative approach and a descriptive survey design. Google Forms were used to distribute structured questionnaires and collect responses from participants. The study examined the influence of variables such as the extent of a green influencer^s social media following, exposure to their content, their credibility and authenticity, and the effectiveness of their strategies on environmental sustainability. 376 respondents comprised the sample, and probit regression analysis was used to analyse the data. Environmental sustainability has a positive relationship with the social media following of green influencers, according to the findings. Increased exposure to the content of green influencers, higher ratings for credibility and authenticity, and the perception that their strategies were more effective were also associated with an increased likelihood of environmental sustainability. In addition, higher levels of income and employment were associated with a greater likelihood of environmental sustainability. The research emphasises the significance of utilising green influencers to promote sustainable practices in the FMCG industry.

Keywords: Green influencers, social media, environmental sustainability

Topic: Marketing Management, Relationship Marketing, Service Marketing