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Publication
O papel dos Green Influencers nos hábitos de vida sustentável da Geração Z
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Advisor(s)
Abstract(s)
O conceito da sustentabilidade, associado ao marketing de influência, tem aumentado ao
longo dos anos, tal como, a sua integração em campanhas publicitárias (Bentley et al.,
2021). Este fator fez com que surgisse um novo perfil de influenciador digital que trata de
temáticas relacionadas com a sustentabilidade: o green influencer (Vander & Parubaj,
2021). Estes influenciadores utilizam as plataformas de redes sociais para partilhar
conteúdo sobre hábitos sustentáveis e chegar ao seu público-alvo (Yilmaz & Younggreen,
2016). Como público-alvo, destaca-se a presença da Geração Z nas redes sociais pela sua
dependência perante a tecnologia e a sua necessidade de estar em constante contacto com
o mundo digital (Salleh et al., 2017). Esta geração tem, cada vez mais, demonstrado
preferência por adotar novos hábitos sustentáveis (Kirmani & Khan, 2016) e, por se
tratarem de indivíduos que estão constantemente informados, os mesmos têm uma
especial preocupação no que diz respeito a causas ambientais (Horton, 2016). Assim, a
presente investigação estuda a relação entre os green influencers e a adoção de hábitos
sustentáveis por parte da Geração Z. Foi adotada uma metodologia quantitativa, através
de um questionário online direcionado para a Geração Z, onde foi possível analisar a
influência dos green influencers sobre os indivíduos desta geração através da participação
de 212 inquiridos. Os resultados demonstraram que este tipo de influenciadores se
relaciona positivamente com a adoção de novos hábitos sustentáveis por parte da Geração
Z. Esta pesquisa tem especial relevância para o desenvolvimento de estratégias de
marketing de influência ligadas à sustentabilidade, mas também para o desenvolvimento
da relação entre green influencers e o seu público-alvo.
The concept of sustainability regarding influencer marketing has increased over the years and its integration into advertising campaigns as well (Bentley et al., 2021). This factor gave rise to a new profile of digital influencers dealing with sustainability-related topics: the green influencer (Vander & Parubaj, 2021). These influencers use social media platforms to share content about sustainable habits and reach their target audience (Yilmaz & Younggreen, 2016). As a target audience, the presence of Generation Z on social networks stands out due to their dependence on technology and their need to be in constant contact with the digital world (Salleh et al., 2017). This generation has increasingly shown a preference for adopting new sustainable habits (Kirmani & Khan, 2016) and, as they are individuals who are constantly informed, they have a special concern about environmental causes (Horton, 2016). Thus, the present investigation studies the relationship between green influencers and the adoption of sustainable habits by Generation Z. A quantitative methodology was adopted, through an online questionnaire directed to Generation Z, where it was possible to analyze the influence of green influencers on individuals of this generation through the participation of 212 respondents. The results showed that this type of influencers is positively related to the adoption of new sustainable habits by Generation Z. This makes this research relevant in the face of the development of influencer marketing strategies linked to sustainability and the development of relationship between this type of influencers and their target audience.
The concept of sustainability regarding influencer marketing has increased over the years and its integration into advertising campaigns as well (Bentley et al., 2021). This factor gave rise to a new profile of digital influencers dealing with sustainability-related topics: the green influencer (Vander & Parubaj, 2021). These influencers use social media platforms to share content about sustainable habits and reach their target audience (Yilmaz & Younggreen, 2016). As a target audience, the presence of Generation Z on social networks stands out due to their dependence on technology and their need to be in constant contact with the digital world (Salleh et al., 2017). This generation has increasingly shown a preference for adopting new sustainable habits (Kirmani & Khan, 2016) and, as they are individuals who are constantly informed, they have a special concern about environmental causes (Horton, 2016). Thus, the present investigation studies the relationship between green influencers and the adoption of sustainable habits by Generation Z. A quantitative methodology was adopted, through an online questionnaire directed to Generation Z, where it was possible to analyze the influence of green influencers on individuals of this generation through the participation of 212 respondents. The results showed that this type of influencers is positively related to the adoption of new sustainable habits by Generation Z. This makes this research relevant in the face of the development of influencer marketing strategies linked to sustainability and the development of relationship between this type of influencers and their target audience.
Description
Keywords
Green Influencers Geração Z Sustentabilidade Hábitos Sustentáveis Redes Sociais Marketing de Influência