The effect of Instagram influencers on green consumption behavior amongst Instagram followers in Malaysia

Abstract

Nowadays, environmental problems are arising due to individuals’ consumption behavior, which necessitates serious attention. Consumers are gradually becoming aware of the effects of their consumption behavior on the environment and making a difference. Social media, particularly Instagram, plays a major role in increasing awareness and promoting environmentally-friendly behavior. However, the impact of social media, particularly Instagram, on green behavior has been less understood. To address the gap in the literature, the current study intends to examine the impact of Instagram influencers on their followers' green consumption behavior. Moreover, this study aims to understand the mediating role of followers’ green habits in the relationship between their green consumption intention and green consumption behavior. To achieve this goal, questionnaires were distributed among followers of some environmentally-conscious influencers, asking their opinions about the content of a specific Instagram account. Integrating the Theory of Planned Behavior and Agenda-Setting Theory, six hypotheses were developed and analyzed using Partial Least Squares – Structural Equation Modeling (SEM-PLS). The findings revealed that Instagram influencers' photo or video contents and green concerns positively influence the green attitudes of their followers. Additionally, it was confirmed that the green attitude strongly and positively influences the green consumption intention of Instagram followers. Moreover, green consumption intention and green habit are found to be the main predictors of green consumption behavior. However, the findings showed a non-significant association between the green word of mouth and green consumption intention. The originality of the research is in its investigation of the role of Instagram influencers in promoting green consumption behavior. From a practical perspective, the government of Malaysia may use the findings of this study to invest in social media, particularly Instagram, to formulate efficient policies and an environmental protection framework.