Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/328061 
Authors: 
Year of Publication: 
2024
Citation: 
[Journal:] Marketing Review St.Gallen [ISSN:] 1865-7516 [Volume:] 41 [Issue:] 5 [Year:] 2024 [Pages:] 26-33
Publisher: 
Thexis Verlag, St.Gallen
Abstract: 
Prejudices about sustainability are widespread. This article shows how sustainability influencers seek to overcome these while remaining authentic, as they also collaborate with brands, thereby promoting consumption. The findings from 18 interviews and a netnography show that they apply four strategies: Educating, exemplifying, endorsing imperfection, and embracing compassion to address this.
Document Type: 
Article

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