HOW GREEN INFLUENCER MARKETING AFFECTS THE CONSUMPTION OF SUSTAINABLE PRODUCTS IN INDONESIA?

• Main Author: Azdialbar Suhendro, Zafiral
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/78068
• Institution: Institut Teknologi Bandung

The growth of green influencers in Indonesia has been significant in recent years, driven by the increasing demand for eco-friendly and sustainable products among Indonesian consumers. Green influencers are social media personalities who use their platforms to promote environmental awareness and sustainable lifestyles, often in collaboration with brands that offer green products or services. In Indonesia, green influencers are primarily active on Instagram, which is the most popular social media platform in the country. Many of these influencers have built large followings by sharing educational and inspiring content related to sustainability, such as tips for reducing waste, eco-friendly DIY projects, and reviews of green products. Many factors have contributed to an increase in the adoption of sustainable products by Indonesian consumers. Firstly, there has been an increased awareness of environmental issues in Indonesia, such as pollution, deforestation, and the impact of climate change. This has led to a growing interest in sustainable living and a desire to make more environmentally conscious choices. Additionally, consumers in Indonesia have greater access to information about sustainable living and eco-friendly products through the rise of social media and the internet. This has allowed them to learn more about the benefits of using sustainable products and the impact that their purchasing choices can have on the environment. Hence, this prompts a crucial query; How effective is green influencer marketing in raising awareness among Indonesian consumers? What is the long-term impact of green influencer marketing on the sustainability of the Indonesian economy, environment, and society? How do green influencer marketing impact Indonesian consumers on their purchasing behavior for Sustainable products? From this research, the researcher aims to investigate and understand the phenomenon of how green influencer marketing may influence the pattern of Indonesian peoples’ behavior towards the consumption of Sustainable products. In order to obtain the most accurate results, the researcher will do study on the aforementioned problem utilizing both qualitative and quantitative approaches. The researcher will utilize the questionnaire to collect data and provide statistical findings. The targeted audience will be made up of 151 people who meet the following criteria: they must be between the ages of 17 and 31 and use both offline and online media to research products or make purchases. They must also be interested in sustainability. Thus, the result has been exceptional and straightforward, It was discovered Green influencer marketing campaigns and the adoption of sustainable products are intimately linked. Changes in consumers' exposure to green influencer marketing campaigns, according to this investigation, would have a significant impact on their proclivity to purchase sustainable items. Because of the strong correlation, even minor changes in consumer exposure to green influencer marketing activities have the potential to significantly modify consumer behavior. Green influencer marketing on social media can enhance customers' willingness to buy eco-friendly items. Consumers who were exposed to green influencer marketing were more inclined to pay for environmentally friendly items than those who were not.