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Conscious: How Eco-Conscious Influencers Are Shaping Advertising for Sustainability
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Zahay, Megan
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Spring 2025
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2025
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9905_Emma_Primes.pdf
Adobe PDF, 24.78 MB
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This study explores how eco-conscious influencers, specifically Leah Thomas, Emma Chamberlain, and Dana Zhaxylykova, craft messages to encourage sustainable actions among their followers. The research seeks to answer the question: How do eco-conscious influencers use their platforms to promote sustainability and influence their audiences' attitudes toward eco-friendly living? By analyzing the impact of different messaging appeals (ie. emotional appeals, educational messaging, and calls to practical action) this research will provide insights into how influencers are shaping their audiences behaviors towards more eco-friendly practices. Ultimately, this research aims to bridge the gap between sustainability awareness and tangible action by understanding the nuances behind social media influencer messaging.
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