Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/306197 
Year of Publication: 
2024
Citation: 
[Journal:] Psychology & Marketing [ISSN:] 1520-6793 [Volume:] 41 [Issue:] 9 [Publisher:] Wiley [Place:] Hoboken, NJ [Year:] 2024 [Pages:] 1979-1996
Publisher: 
Wiley, Hoboken, NJ
Abstract: 
This research explores the characteristics of green influencer messages on follower engagement by examining the interplay between message framing (gain vs. loss), construal level (high vs. low), and post timing (weekdays vs. weekends). Green influencers (also: greenfluencers or sustainable influencers) are considered a key agent for a change to more sustainable consumption. A pilot field study of 1000 green influencers, however, indicates that the current communication practices of green influencers (which strongly focus on gain frames, low construal, and posts during the week) are not ideal for maximizing engagement and sustainable behavioral intentions. Two experiments replicate this finding and establish the process through which green influencer posts affect engagement: gain frames increase fluency, which increases engagement; low construal levels decrease psychological distance, which increases engagement. Timing moderates these processes in that weekend posts increase the engagement with gain frames and week posts increase the engagement with low‐construal frames. These findings highlight that there is no silver bullet in green influencer messages, but that green influencers need to adapt the framing and construal of their messages to the posts' timing to increase their contribution to more sustainable lifestyles and the greater good.
Subjects: 
day‐of‐the‐week effect
green consumption
greenfluencer
green influencers
influencer marketing
sustainable consumption
Persistent Identifier of the first edition: 
Creative Commons License: 
cc-by Logo
Document Type: 
Article
Document Version: 
Published Version

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