Inspiring G(re)en Z: Unraveling (Para)social Bonds with Influencers and Perceptions of Their Environmental Content

ABSTRACT The affordances of digital platforms have blurred the boundaries between environmentalism, celebrity status, and science communication. As such, nowadays, many social media influencers – who have risen to fame due to successful self-branding – act as educators and role models for environmental matters. To illuminate the appeal of green influencers and the relationship they develop with their followers, we conducted in-depth interviews employing a novel digital go-along approach. Findings suggest that relationships with green influencers are fueled by the entanglement of relational and substantive environmental content. This mix underlies followers’ perceptions of sharing a reality and perceiving the influencer as a super peer. As for the characteristics of the follower-influencer bond, we show that followers appreciate the potential for reciprocity, while the relationship itself remains mainly asymmetric. We furthermore elucidate three key components that explain the unique appeal of influencers’ environmental communication: nuanced environmentalism, perceived reproducibility and trust in autodidactic expertise. KEY POLICY HIGHLIGHTS Influencers’ ability to provide reproducible environmental recommendations make them valuable collaboration partners for pro-environmental organizations and political actors. Youth especially appreciate that influencers offer non-judgmental, nuanced pro-environmental advice, which informs other pro-environmental actors trying to reach young people. Ascribing credibility to influencers based on their autodidactic skills rather than due to their formal training puts young people at risk of misinformation, which should be accounted for in influencer support programs, media literacy trainings, and public awareness campaigns.