Green influencers inspire responsible travel

Green influencer’s passion for protecting the environment is contagious!

Research by Ding et al. (2024) discovered that green influencers’ enthusiasm is contagious, inspiring tourists to support green initiatives by increasing their passion and self-efficacy in environmental behaviors.

DMOs can leverage the power of green influencers and collaborate with content creators who share their environmental goals and are actively engaged in sustainability efforts. Green influencers who participate in initiatives like beach cleanups or wildlife conservation can create impactful content, such as personal green stories, eco-friendly videos, or interviews with local communities. This approach promotes responsible travel and raises awareness.

Collaborating with influencers can effectively promote pro-environmental actions by aligning influencer content with clear, actionable goals that resonate with tourists​. Green influencers can share success stories which reduces participation barriers and inspires tourists. By linking influencers’ passion with hands-on experiences, destinations can boost tourists’ enthusiasm and confidence, encouraging proactive environmental action.

The study can be found here.

Ding, A., Legendre, T. S., Lee, H. S., & Min, J. (Ellie). (2024). The transferability of passion: how green influencers inspire tourists’ green initiative support. Journal of Sustainable Tourism, 1–18. https://doi.org/10.1080/09669582.2024.2438245