Evaluation of the role of greenfluencers on green consumption

This study was conducted to evaluate the role of "greenfluencers," who produce environmentally friendly content, in promoting green consumption. A qualitative research method was employed, using semi-structured interview techniques. In total, in-depth interviews were conducted with 10 participants, including 2 individuals who actively engage in greenfluencing on social media and 8 individuals who follow greenfluencers. The data were analyzed using thematic analysis, which revealed six key themes: the applicability of sustainability in the context of individual means and economic realities; the sensitivity shown toward the consistency of content creators; the transformative impact of greenfluencers on behavioral change; the perceived commercialization of greenfluencer content and its effect on trust; consumption motivations shaped by a sense of responsibility toward future generations; and the importance of simplicity and authenticity in making information accessible. Participants indicated that greenfluencers are effective in increasing environmental awareness and in influencing consumption practices. However, it was also found that this impact varies depending on factors such as personal motivation, economic conditions, and the social environment. The study concluded that while greenfluencers play a significant role in encouraging sustainable consumption practices, they are not sufficient on their own. In order to increase their effectiveness, it is recommended that public institutions engage in awareness-raising efforts and that media literacy be included in educational curricula.