Greenfluencers as Promoters of Sustainable Consumption: a Cross-Country Analysis

Abstract

Achieving sustainable consumption and production is a key challenge in emerging markets. Consumer behavior theories from developed countries often fail to explain consumer behaviors in these regions (Mahrous, 2019; Yarimoglu & Binboga, 2019). Although social media influencers impact consumer attitudes, more research is needed on greenfluencers in emerging markets for sustainable communication. Social media can play a crucial role in fostering responsible consumption by increasing environmental awareness. This study analyzes Instagram posts from 18 greenfluencers in Türkiye and the U.S. from October 2023 to October 2024, identifying themes such as zero waste and sustainable lifestyles that promote sustainable consumption. The findings indicate that Türkiye addresses a wider range of sustainability topics than the U.S., focusing more on zero waste, sustainable cosmetics, and lifestyle. In contrast, the U.S. emphasizes plant-based food and eco-friendly practices. The results contribute valuable insights to the literature and offer guidance for sustainable marketing strategies across different countries. © The Author(s), under exclusive license to Springer Nature Switzerland AG 2025.