The Greenfluencer Effect: How Instagram Messages Affect Purchase Intention and Attitudes Toward Sustainable Fashion

Abstract

This paper experimentally examines how different greenfluencer message types (emotional, informational, social, and neutral) on Instagram affect purchase intention and attitudes toward sustainable fashion, with a particular focus on non-sustainable consumers. In an online experiment, 202 participants were randomly assigned to one of four fictitious Instagram posts and completed pre- and post-measures of attitudes and purchase intention. The results show that none of the message types improved purchase intention or attitudes; instead, most effects were negative. However, attitudes remained positively associated with purchase intention. The findings suggest that greenfluencer communication does not automatically promote sustainable consumer responses and is not more effective among non-sustainable consumers.