Understanding Instagram Influencers Values in Green Consumption Behaviour: A Review Paper

Abstract

Pollution, global warming, and water waste have become a major concern throughout the globe as a result of rapid industrialization, urbanization, and an enormous rise in the human population since the 20th century. If these issues are not properly handled, the planet would face serious environmental problems. Green marketing is a strategy that emphasizes environmentally friendly products that are recyclable, reusable, and biodegradable with no environmental footprint. Nowadays, social media platforms, particularly Instagram, are considered highly curtail tools that influence peoples’ lifestyle and decision making. Using the Theory of Reasoned Action (TRA) and the Uses and Gratifications Theory (UGT), this study aims to examine the Instagram influencers’ values, attitudes, and concerns towards purchasing green products in the green marketing industry. To achieve this goal, an online questionnaire is distributed among Instagram users. Findings of this study will contribute to increasing awareness about environmental problems among Instagram users. Additionally, this study will provide insights for both Industry and academician.