ABSTRACT
Influencers can be powerful agents within dialogues about the environment. In this chapter we examine the content from the Instagram accounts of four female environmental influencers: two with a focus on veganism; two focusing on zero-waste living. We see how these influencers take distinctive paths in their critique of consumption. Despite Instagram being defined and sustained by images, these influencers support their image-based content with extensive written posts in which they reflect on their own day-to-day life, relating their choices to the environmental cause. They appear to treat Instagram as a micro-blogging site. We conclude that these influencers can be seen as role models for those consumers who are seeking more sustainable approaches to production and consumption.
