The Importance of Influencer-Message Congruence When Employing Greenfluencers to Promote Pro-Environmental Behavior

IF 3 3区社会学 Q1 COMMUNICATION Environmental Communication-A Journal of Nature and Culture Pub Date : 2022-10-03 DOI:10.1080/17524032.2022.2115525

S. C. Boerman, M. Meijers, Wietske Zwart

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引用次数: 4

Abstract

ABSTRACT To combat climate change, it is of vital importance that people change their behaviors. This study explores how influencers, or so-called greenfluencers, on Instagram could be utilized to stimulate pro-environmental behavior. We examine the effects of influencer-message congruence on influencer credibility (i.e. trustworthiness and expertise) and pro-environmental intentions, and compare the effects of influencer-message congruence between micro- (1000–10,000 followers) and meso- (10,000–1 million followers) influencers. Results of a 2 (influencer-message: incongruence vs. congruence) × 2 (influencer type: micro- vs. meso-influencer) online experiment amongst 201 Instagram users revealed that influencer-message congruence increased influencer credibility and pro-environmental intentions. Influencer credibility did not appear to be the underlying mechanism of the effect of congruence on pro-environmental intentions. Moreover, influencer type did not moderate the effect of influencer-message congruence. Our results imply that choosing an influencer whose image aligns with the pro-environmental message is important to stimulate Instagram users’ pro-environmental behavior.

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运用绿色影响者促进亲环境行为时影响者-信息一致性的重要性

为了应对气候变化，改变人们的行为是至关重要的。这项研究探讨了如何利用Instagram上的影响者或所谓的绿色影响者来刺激亲环境行为。我们研究了影响者-信息一致性对影响者可信度(即可信度和专业知识)和亲环境意图的影响，并比较了微(1000-10,000追随者)和中观(10,000 - 100万追随者)影响者-信息一致性的影响。在201名Instagram用户中进行的2(影响者-信息:不一致vs.一致)× 2(影响者类型:微影响者vs.中观影响者)在线实验的结果显示，影响者-信息一致性增加了影响者的可信度和亲环境意图。影响者可信度似乎不是一致性对亲环境意图影响的潜在机制。此外，影响者类型对影响者-信息一致性的影响没有调节作用。我们的研究结果表明，选择一个形象与环保信息一致的网红对于激发Instagram用户的环保行为很重要。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Environmental Communication-A Journal of Nature and Culture Multiple-

CiteScore

6.30

自引率

7.40%

发文量

期刊介绍： Environmental Communication is an international, peer-reviewed forum for multidisciplinary research and analysis assessing the many intersections among communication, media, society, and environmental issues. These include but are not limited to debates over climate change, natural resources, sustainability, conservation, wildlife, ecosystems, water, environmental health, food and agriculture, energy, and emerging technologies. Submissions should contribute to our understanding of scientific controversies, political developments, policy solutions, institutional change, cultural trends, media portrayals, public opinion and participation, and/or professional decisions. Articles often seek to bridge gaps between theory and practice, and are written in a style that is broadly accessible and engaging.