ABSTRACT
Chapter 5 first presents a general overview of social media and influencer marketing, which is a source of pro-environmental information for customers. This is followed by an investigation of sustainable (or green, pro-environmental) communication issues. Next, green influencer marketing, its persuasive mechanisms, and its unethical influencer activities are presented. The chapter also considers informal communication between customers via social media networks about environmentally friendly products (green word of mouth, gWOM) and false environmentally friendly practices (greenwashed word of mouth, gwWOM).
