The effects of identification with influencers on green behaviour engagement : an investigation into vicarious moral licensing and its mediating effect

• Main Authors: Chee, Zhi Hui, Tang, Daphne Zhi Ling, Yeo, Justlyn Jing Hui, Phang, Siong Hang
• Other Authors: Sonny Ben Rosenthal
• Format: Final Year Project
• Language: English
• Published: Nanyang Technological University 2021
• Subjects: Social sciences::Communication
• Online Access: https://hdl.handle.net/10356/147190
• Institution: Nanyang Technological University

Prior research has documented the influence of social media influencers over consumeristic behaviours; however, their influence over audiences’ green behaviours is less explored. On the one hand, individuals may internalise the influencer’s pro-environmental norms and pursue more green behaviours themselves subsequently. On the other hand, individuals may take the actions of the influencer as their own due to strong cognitive overlap, resulting in vicarious moral licensing to justify engaging in less environmentally-friendly behaviours subsequently. This study examines both the positive and negative spillover of watching an influencer perform green behaviours. Additionally, this study proposes identification with the influencer as a moderator: the more strongly one identifies with the influencer, the more likely one will be vulnerable to vicarious moral licensing. Using an experimental design with 165 participants from Nanyang Technological University, we found that expressed moral licensing was positively related to green behavioural intentions but negatively related to actual green behaviour. The results expand existing literature on the negative spillovers of watching influencers perform green behaviours. Implications on future communication campaigns involving influencers are discussed.