Inspired by “Greenfluencers”: Young People’s Use of Greenfluencers’ Content, Compensatory Green Beliefs, and Fashion Consumption

Greenfluencers regularly promote buying new products, which can create an environmental dilemma for young people. Whereas young people want to be environmentally friendly, they are also tempted to regularly buy products featured in greenfluencers’ ads. Based on the theory of moral licensing and the Elaboration Likelihood Model, a quota-based survey with young people in Germany (N = 865) showed that use of greenfluencers’ content—that is, looking at, watching, liking, sharing, and following their content—was positively related to young people’s compensatory green beliefs. This relationship was stronger among those with higher eco-guilt, but weaker among those with greater environmental knowledge. Further, compensatory green beliefs were positively associated with young people’s fashion consumption.