A new study from Penn State highlights the role of social media influencers, termed 'green influencers', in promoting environmental support among tourists. Passionate influencers can inspire engagement in pro-environmental behavior, particularly regarding waste and pollution management. The research emphasizes that both passion and clear messaging can positively influence tourists' commitment to sustainability. Led by Assistant Professor Anni Ding, the study used two experiments to demonstrate how social media posts depicting environmental initiatives can motivate tourists to participate in conservation efforts, showcasing the potential of influencer marketing in the tourism industry.
Influencers who exhibit passion for sustainability can significantly impact tourists' support for environmental initiatives through tailored social media messaging.
Environmental support, particularly for waste reduction and wildlife conservation, can be effectively communicated through strategic social media outreach featuring green influencers.
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