What is it about?
We investigate if a consumer's age impacts on his/her awareness of sustainability when purchasing online. The study also takes the influence of influencers into account and shows that the older people are, the higher the awareness. With increasing age, awareness increases, and among the younger influencers are strong and mediate awareness. So if influencers behave sustainably, younger consumers are likely to do that too.
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Why is it important?
Companies spend much resources on both CSR and influencer marketing - this paper guides them to understand better which target group needs what!
Perspectives
I believe companies spend much money on marketing that could be better spent, if there were more knowledge on consumer behavior in the online environment.
Cecilia Lindh
Malardalens Hogskola
Read the Original
This page is a summary of: The sustainability-age dilemma: A theory of (un)planned behaviour via influencers, Journal of Consumer Behaviour, November 2017, Wiley,
DOI: 10.1002/cb.1693.
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