Strategi Influencer untuk Produk Ramah Lingkungan: Peran Kesesuaian Citra dan Kepercayaan
Keywords:
green marketing, digital influencer, source credibility, image congruence, greenwashing, sustainability communication, influencer marketingAbstract
This literature study comprehensively analyzes green marketing communication strategies through digital influencers, focusing on credibility, image congruence, and greenwashing risks. Influencer credibility consists of three main dimensions: expertise reflecting knowledge of environmental issues, trustworthiness reflecting honesty and integrity, and attractiveness creating emotional connections with followers. The interaction of these dimensions determines the effectiveness of green messages delivered. Congruence between influencer image and green messages is a critical factor as consumers expect consistency between influencer persona and promoted products. Incongruence creates cognitive dissonance that damages credibility and message effectiveness. Greenwashing risks threaten both brand and influencer reputation and can be minimized through transparency, audience education, consistency between messages and actual practices, and continuous competency development. Effective communication combines promotion with education, evokes positive emotions, engages audiences participatively, and is sensitive to sociocultural contexts. Understanding these factors is important for brands in selecting and managing influencer partnerships, and for influencers in building authentic and responsible communication practices. The study provides theoretical contributions to digital marketing communication and sustainable marketing literature, and practical guidance for brand managers, influencers, regulators, and educators.
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