When Does Collaborating With Green Influencers Backfire? An Experimental Analysis of how Authenticity Components Shape Consumer Reactions to Sponsored Content

ABSTRACT This study explores the role of perceived authenticity in shaping the persuasiveness of sponsored content by green influencers. We examine how variations in the importance of six authenticity component judgments—accuracy, connectedness, integrity, legitimacy, originality, and proficiency—influence consumers' intentions to change their behavior following green influencers' advice in the case of sponsored and nonsponsored content. To this end, we conducted an experiment with 486 active social media users who follow at least one green influencer. Results indicate that, although sponsored content typically diminishes the intent to follow green influencer advice, this effect is contingent upon the relative importance attributed to the authenticity components by consumers. Further, cluster analysis identified distinct consumer segments that vary in their response to sponsored content based on their perceptions of authenticity. We offer guidance to green influencers and companies on how to authentically tailor their sustainable collaborations.