Brands’ Green Activism: An Empirical Comparison between Posts of Digital Influencers and Brands
Abstract
:1. Introduction
2. Conceptual Background
2.1. Overview of the Proposed Conceptual Background
2.2. The Influence of Brand [Green] Activism on Brand Equity
2.3. The Role of Digital Influencers in Shaping Brand Equity
2.4. Gen Z’s Influence on Digital Influencers and Activism
2.5. Challenges and Issues in Digital Influencer Activism
3. Material and Methods
3.1. Framework
3.2. Research Design
3.3. Questionnaire Design
3.4. Data Collection
- Benefits the society/world [Var 1]
- Seems to benefit people [Var 2]
- Made you have a positive opinion about the brand [Var 3]
- Changed your view about the brand [Var 4]
- Changed your view on the cause [Var 5]
- Is a genuine contribution to the cause [Var 6]
- The intention is more to make a profit than to collaborate with society [Var 7]
- May positively affect your intention to buy that brand [Var 8]
3.5. Data and Sample
4. Results
5. Conclusions and Implications
Author Contributions
Funding
Institutional Review Board Statement
Informed Consent Statement
Data Availability Statement
Acknowledgments
Conflicts of Interest
Appendix A. Examples of Brands’ Posts
Appendix B. Examples of Influencers’ Posts
References
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Total Sample [N = 550] | |||
---|---|---|---|
Variable a | Mean | Median | Std. Dev. |
Passion for social causes | 3.28 | 3.00 | 0.741 |
Passion for environmental causes | 3.13 | 3.00 | 0.714 |
Passion for political causes | 2.79 | 3.00 | 0.843 |
Passion for economic causes | 3.06 | 3.00 | 0.822 |
Passion for cultural causes | 2.94 | 3.00 | 0.847 |
Valid Sample [N = 431] b | |||
---|---|---|---|
Variable—in the Last Six Months… a | Mean | Median | Std. Dev. |
Made a buycott to make a brand change position | 3.46 | 4.00 | 1.394 |
Made a kind of boycott to make a brand change position | 2.86 | 3.00 | 1.359 |
Made a boycott to express an emotion | 2.88 | 3.00 | 1.395 |
Bought the brand to express support for a cause | 3.09 | 3.00 | 1.455 |
Brands Posts * [N = 431] b | Influencers Posts * [N = 431] b | |||||
---|---|---|---|---|---|---|
Variable a | SK | Ku | KS | SK | ku | KS |
Var 1 Benefits the society/world | −1.154 | 0.906 | 0.000 * | −0.647 | −0.542 | 0.000 * |
Var 2 Seems to benefit people | −1.028 | 0.835 | 0.000 * | −0.799 | −0.164 | 0.000 * |
Var 3 Positive opinion about the brand | −1.077 | 0.681 | 0.000 * | −0.609 | −0.352 | 0.000 * |
Var 4 Changed the view about the brand | −0.554 | −0.264 | 0.000 * | −0.483 | −0.520 | 0.000 * |
Var 5 Changed your view on the cause | −0.488 | −0.331 | 0.000 * | −0.359 | −0.747 | 0.000 * |
Var 6 Is a genuine contribution to the cause | −0.789 | 0.017 | 0.000 * | −0.578 | −0.466 | 0.000 * |
Var 7 The intention is to make a profit vs to collaborate with society | −0.532 | −0.497 | 0.000 * | −0.678 | −0.274 | 0.000 * |
Var 8 May positively affect your intention to buy that brand | −0.822 | 0.148 | 0.000 * | −0.552 | −0.585 | 0.000 * |
Brands’ Posts [N = 431] b | Influencers’ Posts [N = 431] b | |||||
---|---|---|---|---|---|---|
Variable a | Mean | Median | Std. Dev. | Mean | Median | Std. Dev. |
Var 1 Benefits the society/world | 4.05 | 4.00 | 1.066 | 3.63 | 4.00 | 1.275 |
Var 2 Seems to benefit people | 3.93 | 4.00 | 1.028 | 3.66 | 4.00 | 1.266 |
Var 3 Made a positive opinion about the brand | 4.01 | 4.00 | 1.083 | 3.56 | 4.00 | 1.209 |
Var 4 Changed your view of the brand | 3.48 | 4.00 | 1.167 | 3.35 | 3.00 | 1.239 |
Var 5 Changed your view on the cause | 3.41 | 3.00 | 1.179 | 3.26 | 3.00 | 1.278 |
Var 6 Is a genuine contribution to the cause | 3.84 | 4.00 | 1.099 | 3.48 | 4.00 | 1.246 |
Var 7 The intention is to make a profit vs to collaborate with society | 3.64 | 4.00 | 1.151 | 3.65 | 4.00 | 1.193 |
Var 8 May positively affect your intention to buy that brand | 3.79 | 4.00 | 1.127 | 3.50 | 4.00 | 1.259 |
Brands’ Posts [N = 431] b | Influencers’ Posts [N = 431] b | Brands’ vs. Influencers’ Posts | |
---|---|---|---|
Variable a | Mean | Mean | Wilcoxon Test |
Var 1 Benefits the society/world | 4.05 | 3.63 | p = 0.000 * Z = −8.714 |
Var 2 Seems to benefit people | 3.93 | 3.66 | p = 0.000 * Z = −6.190 |
Var 3 Made a positive opinion about the brand | 4.01 | 3.56 | p = 0.000 * Z = −7.767 |
Var 4 Changed your view of the brand | 3.48 | 3.35 | p = 0.004 * Z = −2.889 |
Var 5 Changed your view on the cause | 3.41 | 3.26 | p = 0.001 * Z = −3.448 |
Var 6 Is a genuine contribution to the cause | 3.84 | 3.48 | p = 0.000 * Z = −7.840 |
Var 7 The intention is to make a profit vs to collaborate with society | 3.64 | 3.65 | p = 0.036 * Z = −2.093 |
Var 8 May positively affect your intention to buy that brand | 3.79 | 3.50 | p = 0.000 * Z = −5.733 |
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Silveira, P.D.; Sandes, F.S.; Xara-Brasil, D.; Menezes, K. Brands’ Green Activism: An Empirical Comparison between Posts of Digital Influencers and Brands. Sustainability 2024, 16, 6863. https://doi.org/10.3390/su16166863
Silveira PD, Sandes FS, Xara-Brasil D, Menezes K. Brands’ Green Activism: An Empirical Comparison between Posts of Digital Influencers and Brands. Sustainability. 2024; 16(16):6863. https://doi.org/10.3390/su16166863
Chicago/Turabian StyleSilveira, Paulo Duarte, Fábio Shimabukuro Sandes, Duarte Xara-Brasil, and Karla Menezes. 2024. "Brands’ Green Activism: An Empirical Comparison between Posts of Digital Influencers and Brands" Sustainability 16, no. 16: 6863. https://doi.org/10.3390/su16166863
APA StyleSilveira, P. D., Sandes, F. S., Xara-Brasil, D., & Menezes, K. (2024). Brands’ Green Activism: An Empirical Comparison between Posts of Digital Influencers and Brands. Sustainability, 16(16), 6863. https://doi.org/10.3390/su16166863