Green Marketing: Are Influencers the Right Choice?

In this research we were interested to examine their effectiveness of influencers for green marketing. We find that for the green products, posts featuring product was perceived more believable and was more effective in persuading consumers than the posts featuring a popular influencer who endorses green products.


Satadruta Mookherjee and Shabnam Nazari (2021) ,"Green Marketing: Are Influencers the Right Choice?", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 901-901.


Satadruta Mookherjee, Grenoble Ecole de Management
Shabnam Nazari, Binghamton University


NA - Advances in Consumer Research Volume 49 | 2021

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