Abstract

Author:
Seda Yıldırım

Doi: 10.1108/efcc-02-2021-0003

This is an open access article distributed under the Creative Commons Attribution License CC BY 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited

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. 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.