ABSTRACT
Over the last few years, Instagram influencers who specialize in eco-conscious lifestyles have become increasingly more vocal. This means there is an increased need to understand the motivational drivers that lead to user engagement. Therefore, this chapter aims to explore consumer–influencer engagement on Instagram within the context of sustainability. We use narrative data derived from one hundred Instagram posts containing a total of 3,531 to identify the primary motivations of Instagram users to engage with sustainable influencers. Furthermore, we investigate how different aspects of content (type, themes etc.) affect this process. Based on our findings, this chapter provides some significant implications for both academics and marketers and suggests directions for further research.
