“Greenfluencers” As Part Of Sustainable Marketing Strategies And Their Effect On Consumer Reachability

Abstract

This thesis investigates how the new concept of Greenfluencers, that come with the emergence of sustainable practices, can be part of established sustainable marketing strategies and how they influence consumer reachability for environmentally friendly purchases. The thesis aims to contributes to the understanding of Greenfluencers by providing valuable insights and fundamental knowledge on the topic and provides recommendations on their utilization. The research adopts a qualitative research approach through interviews with sustainability experts, using a semi-structured set of questions and thematic analysis to identify patterns in the data. The key findings suggest that Greenfluencers can be a part of sustainable marketing strategies as they have similar characteristics as already established sustainable marketing strategies. They can be of use to reach consumers interested in sustainability, for a company's products or services, by introducing a company to their own platform. Challenges of this method can occur with regulations on the respective marketing, with the right execution of a cooperation, and with the credibility of all parties involved.