Do green women influencers spur sustainable consumption patterns? Descriptive evidences from social media influencers

Purpose The adoption of digitalization and sustainability is key phenomenon that has changed perception and behaviors of people recently. As there is a rising power of digital communication by social media platforms, there is higher interaction between people globally. In addition, consumers can influence each other to adopt new consumption pattern. At this point, this paper aims to examine the role of green women influencers on promoting sustainable consumption patterns via social media platforms. Design/methodology/approach This study employed qualitative research method. The study included four top-lists for green/sustainable social media influencers as a sample case. Then, the data were analyzed by descriptive content analysis. To determine the role of green women influencers in sustainable consumption, this study used classification and categorization technique through descriptive content analysis. Findings The study indicates that green women are seen as a primary social media influencer because of promoting sustainable consumption patterns in general. Especially, green women have more power to change consumption patterns via digital platforms. Green women social media influencers, who are micro-celebrities, share primary contents such as sustainable fashion, green foods, sustainable travel, sustainable lifestyle, conscious choices, green cosmetics and zero waste life to promote sustainable consumption patterns. Women social media influencers are much more effective than men influencers to transform society's consumption behaviors into sustainable consumption patterns. Research limitations/implications The study provides some qualitative findings based on the selected four top-listed green social media influencers by different social media platforms. Future studies can find out different results based on different sample cases and employ quantitative research methodology. Practical implications The study suggests policymakers to cooperate with green women social media influencers to achieve sub-targets of 2030 Sustainable Development Goals (SDGs). Especially, it is suggested to cooperate with micro-celebrities or Internet celebrities to promote sustainable consumption patterns. Originality/value The study proves that women social media influencers have the essential role in promoting green/sustainable consumption patterns via digital platforms. In addition, green women influencers can guide their followers to adopt sustainable consumption patterns.