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How Social Media Influencers Shape Green Buying Habits in the Netherlands

https://www.wittenborg.eu/how-social-media-influencers-shape-green-buying-habits-netherlands.htm

BBA Thesis Explores Impact of Social Media influencers

William Eguche, a BBA (Bachelor of Business Administration) graduate in Sports Business Management, recently completed a thesis studying the impact of social media influencers on green purchase intentions in the Netherlands. Using an online survey of 108 participants, his research explored the relationships between influencer endorsements, consumer attitudes, and the factors that make influencers effective.

“The topic is relevant due to the massive amount of green emission within the fashion industry as well as its importance to content creators and companies on how to impact consumer behaviour,” William explained.

The study found that the impact of influencers is moderately low but not ineffective. As secondary role players they contribute by boosting existing sustainable attitudes and beliefs and can sway the opinions of neutral consumers towards positive green purchase intentions. Instagram and TikTok were identified as the most effective platforms, with content such as expert reviews and tutorials generating the most engagement. Trustworthiness, authenticity and credibility emerged as the top traits consumers look for when deciding whether to follow influencer recommendations.

Interestingly, follower count had little influence on green buying decisions. Participants preferred influencers who provide clear evidence of sustainability, relatable lifestyles, and engaging educational content. The findings suggest influencers are more effective as educators rather than marketers.

Reflecting on the research process William said: “The analysis was the most interesting part. The process was totally draining but eventually I got it all done and just kept on working on it every day. Be structured and precise, it is going to take daily research and keep constant contact with your research proposal tutor.”

Looking ahead, William hopes to apply the skills gained from the research to open his own brand, create content on YouTube, direct short films and athletics editorials, and host events in Apeldoorn.  

The study highlights that while influencers alone may not drive consumers to buy green products, their guidance and educational content can reinforce sustainable attitudes and inspire future behavioural change.

WUP 19/06/2026 
by Erene Roux 
©WUAS Press 

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