Understanding brands' sustainability communications in social media: How the source of communication influences consumers' responses

With increasing environmental concerns and a shift towards sustainable consumption, brands are employing social media as a powerful platform to communicate their sustainability initiatives. This study investigates the effect of sustainability communication on Instagram on consumer perceptions with a specific focus on non-luxury hygiene products. Drawing from an extensive literature review, this research explores how consumer perceptions of brand efforts for environmental sustainability affect brand attitude, word-of-mouth (WOM), brand engagement, and purchase intentions. Additionally, it examines the moderating role of attitude towards influencers in influencing consumer responses. The findings reveal that sustainability communication via influencers on social media significantly impacts brand attitude, brand engagement, and purchase intentions. However, this influence is not uniform across all aspects. While influencer-generated content plays a crucial role in driving brand engagement and purchase intentions, it does not significantly affect brand attitude when compared to content generated by the brand itself. Furthermore, the study demonstrates that a positive attitude towards influencers amplifies the effect of influencers' sustainability messages on brand attitude, brand engagement, and purchase intentions. Nonetheless, it does not significantly influence e-WOM. The study's results underscore the intricate dynamics within sustainability communication on social media, emphasizing the importance of considering both the source of communication and the role of influencers. Brands aiming to navigate this landscape effectively should recognize the distinct roles of influencer-generated and brand-generated content and strategically leverage influencer marketing to foster positive brand attitudes, enhance engagement, and ultimately influence consumer behavior in favor of sustainability. These insights provide valuable guidance for brands seeking to align themselves with the growing demand for sustainability and engage with environmentally conscious consumers on social media platforms. Key words: environmental sustainability communications, effect of social media on consumers' responses, influencer marketing, source of brand communications