Fostering Sustainable Consumption Through Influencers' Intimate Self‐Disclosure: The Role of Eco‐centrism and Altruism

Green influencers have the potential to play a notable role in driving sustainable consumption in the digital age. However, the literature presents little empirical evidence on how green influencers' communication approaches affect sustainable consumption. In response, this study employs social penetration theory (SPT) to investigate how influencers' intimate self‐disclosure (ISD) about environmental sustainability affects sustainable consumption intention, with a moderation of consumers' altruism (ALT). Two studies were conducted, whereby a cross‐sectional survey ( n = 397) and an experimental study ( n = 374) were conducted in Tanzania and China, respectively. An independent samples t ‐test and PLS‐SEM techniques were used for analysis. Results indicate that influencers' ISD relating to environmental sustainability affects sustainable consumption intention through eco‐centrism (ECO). Additionally, the effect is moderated by ALT. In line with SPT, the study suggests that the effectiveness of self‐disclosure principles in enhancing persuasive power (encouraging sustainable consumption intentions) of sustainability communication is shaped by individual environmental attitudes, such as ECO and ALT. We encourage practitioners to leverage ECO as a crucial driver of sustainable consumption when using intimate influencer disclosures, while also positioning messages to altruistic individuals, as their ALT amplifies this effect.