Honors Theses and Capstones

Date of Award

Spring 2023

Project Type

Senior Honors Thesis

College or School

PAUL

Program or Major

Paul Honors Program, Business Administration

Degree Name

Bachelor of Science

First Advisor

Alexander LaBrecque

Abstract

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.

Included in

Marketing Commons

COinS