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 th...