The use of influencers in promoting eco-fashion products is increasingly widespread on social media. However, the question remains: who is more effective in driving product promotion and consumer purchasing decisions? Is it interactive influencers with large followings, or those with strong expertise?
Research conducted by Jein Sriana Toyib, an alumna of the Doctoral Program in Management Science at FEB UGM (class of 2019), along with her team, involved laboratory experiments to understand trends in green product purchasing involving influencers. The study employed two web-based experimental designs: a 2×2 design on eco-fashion involving 198 participants, and a 2x2x2 design on organic food products involving 406 participants.
Jein revealed that influencers with expertise are better suited to promote complex products such as organic food, which require a deeper understanding to build consumer trust. Meanwhile, interactive influencers tend to be more effective in promoting emotional products such as eco-fashion.
“The combination of expert and interactive influencers is more effective in encouraging purchases compared to those who are neither expert nor interactive,” she explained.
Furthermore, Jein emphasized that the influencer phenomenon in green products is not merely a trend. It reflects the application of source credibility theory and social presence theory. This research not only uncovers key insights but also offers practical solutions for developing the most effective influencer marketing strategies for green products.
“Expertise builds trust, and interactivity creates closeness,” she stated.
According to Jein, this combination is crucial for both types of green products, whether environmentally friendly fashion items like t-shirts or healthy food products like chocolate chips. The integration of expertise and interactivity results in a powerful marketing strategy for green products.
Reported by: Shofi Hawa Anjani
Editor: Kurnia Ekaptiningrum
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