Date of Award
Senior Honors Thesis
College or School
Program or Major
Paul Honors Program, Business Administration
Bachelor of Science
Within the past 10 years, marketing has shifted drastically. Companies have slowly made the switch from mailers and print marketing to a variety of digital marketing forms in order to keep the attention of their consumers. This research examines consumer’s perceptions of advertisements through social media influencers relating to sustainable products. More specifically, what drives consumers to buy eco-friendly products on social media? Does the sustainability focus of the influencer matter for product endorsement? And along with that, does there need to be a match between the sustainability focus of both the product and the influencer? The results of this study indicate that consumers will buy a product based off an influencer advertisement if the values of that influencer are aligned with the product being advertised. These findings have significant implications. Consumers aren’t entirely aware of the benefits of living a more sustainable lifestyle, and therefore don’t consider the environmental effects when buying everyday products. There are many ethical alternatives out there, but consumers are not being educated on the positive impact it will make.
Cutone, Alessandra M., "Consumer's Perceptions of Sustainable Products Through Social Media" (2023). Honors Theses and Capstones. 778.