Environmental issues continue to attract attention from various segments of society due to worsening conditions. Problems such as rising global temperatures, sea level rise, air pollution, and more are becoming increasingly prevalent. These issues are closely linked to human behavior, which is often viewed as irresponsible. This can be seen in behaviors such as littering, increasing vehicle usage, deforestation, and the emission of industrial gases. To address these concerns, various communication strategies are needed to spread messages of environmental awareness. Several factors can enhance the effectiveness of these communication strategies, including the use of media, involvement of community leaders, and the content of environmental messages.

Information and communication technology (ICT) also plays a critical role by serving as a bridge that supports these key aspects. Communication strategies for environmental issues are increasingly being implemented using ICT. This shift is due to the advancement of ICT infrastructure, coupled with a society that is becoming more technologically literate. According to the Central Statistics Agency (2022), Indonesia’s ICT development index in 2022 rose to 5.85 from 5.76 in 2021, on a scale of 0-10. This positive trend indicates that ICT development is in a good category. Similarly, the Indonesian Internet Service Providers Association (APJII) reported that in 2023, approximately 221 million people in Indonesia, out of a total population of 278.7 million, used the internet, reflecting a penetration rate of 79.5%, an increase of 1.4% from the previous year (APJII, 2024). These figures show that the use of ICT, particularly the internet, is on the rise and could serve as an effective tool for promoting environmental awareness, supported by government-provided facilities showing positive improvements.

In alignment with ICT and communication strategies, influencers have emerged as key figures, recognized by various sectors, including the government, private companies, and donor agencies. Olbermann et al. (2024) describe influencers as individuals who impact social media platforms such as Instagram, TikTok, and YouTube, influencing public opinion, attitudes, and behavior through their content. Influencers are often seen as digital opinion leaders who promote products and influence lifestyles and behaviors. Influencers possess several strong characteristics, such as a large social media following, credibility, and specific lifestyle or value alignment. Due to their influence on social media, influencers are frequently enlisted to conduct campaigns and spread messages about environmental issues (Boerman et al., 2022). This demonstrates how influencers contribute to the practice of environmental communication.

Environmental communication acts as a catalyst that encourages awareness and behavioral changes toward pro-environmental actions. Through educational, emotional, and social approaches, environmental communication connects information about environmental issues to concrete actions individuals and groups can take to contribute to sustainability. Influencers who focus on environmental issues are known as “greenfluencers” or “eco-influencers.” These figures use social media platforms to promote eco-friendly behaviors and raise environmental awareness (Boerman et al., 2022). As Olbermann et al. (2024) highlight, influencers focusing on environmental protection play a key role in disseminating information, encouraging eco-friendly behaviors, and raising public awareness.

Greenfluencers are particularly effective in reaching a wider and more diverse audience, such as the younger generation, because of their authenticity and the trust they garner from their followers. Unlike traditional advertisements, which can seem impersonal, influencers often share personal experiences and lifestyle choices relevant to environmental issues (Boerman et al., 2022). Their campaigns encourage behaviors like recycling, energy conservation, and reducing carbon emissions, as well as reducing single-use plastics, adopting sustainable consumption patterns, minimizing food waste, and participating in conservation activities.

However, for an environmentally friendly message to be effective, there must be congruence between the influencer’s image and the message being conveyed, known as influencer-message alignment. When this alignment exists, the audience is more likely to perceive the message as credible. On the other hand, if an influencer does not genuinely support an eco-friendly lifestyle, they risk being seen as insincere or driven by commercial interests, which can damage their credibility. Therefore, influencers play a pivotal role in promoting pro-environmental behaviors, especially when their messages and personal images align with the environmental causes they support (Boerman et al., 2022).

Disseminating pro-environmental campaigns is not without challenges. Skepticism about influencers’ motives and the rise of greenwashing issues complicate these efforts. Social media users may be suspicious of the commercial intentions behind influencer messages, particularly when companies or influencers appear to support environmental messages solely to enhance their public image without showing a real commitment to sustainability. Additionally, influencers face challenges in maintaining strong social relationships with their followers (Olbermann et al., 2024).

König & Maier (2024) further highlight several challenges greenfluencers face. First, message alignment is critical—messages that are too abstract or disconnected from everyday life may fail to inspire audiences to adopt eco-friendly behaviors. Second, the timing of posts can impact engagement. Positive, gain-framed messages tend to perform better when posted on weekends, while more concrete, loss-framed messages are more effective on weekdays. Third, psychological distance can affect engagement—messages that focus too heavily on long-term environmental impacts may feel disconnected from the audience. To counter this, messages should be made more relatable and relevant. While greenfluencers hold great potential in promoting pro-environmental behavior, they must adjust their communication strategies to maximize effectiveness.

A prominent example of a greenfluencer is Greta Thunberg, a young environmental activist who uses social media platforms to raise awareness about climate change. Through her Instagram, Twitter, and YouTube accounts, Greta shares her views on the climate crisis, the detrimental effects on Earth, and the need for action across various sectors. She created hashtags like #FridaysForFuture, mobilizing millions of her followers—primarily young people—to participate in peaceful protests and global campaigns advocating for eco-friendly policies. Her posts include simplified scientific data, videos of speeches at global conferences, and calls to action for demonstrations or digital campaigns. This serves as an example of how influencers can leverage social media to educate, inspire, and mobilize the global community to take action for environmental change.

In conclusion, greenfluencers play an increasingly vital role in spreading pro-environmental messages through social media. By leveraging evolving ICT, greenfluencers can reach a broader audience, particularly younger generations, to raise awareness and promote eco-friendly behaviors. The success of pro-environmental campaigns depends on the congruence between the influencer’s image and the message they convey, as well as the use of appropriate communication strategies. Despite the potential, challenges such as skepticism and greenwashing remain obstacles to the effectiveness of these campaigns.

-Rosmalia Ahmad & Diana Anggraeni

References

APJII. (2024). APJII Jumlah Pengguna Internet Indonesia Tembus 221 Juta Orang. Asosiasi Penyelenggara Jasa Internet Indonesia. https://apjii.or.id/berita/d/apjii-jumlah-pengguna-internet-indonesia-tembus-221-juta-orang

Badan Pusat Statistik. (2022). Indeks Pembangunan Teknologi Informasi dan Komunikasi 2022. Badan Pusat Statistik. https://www.bps.go.id/id/publication/2023/09/29/cfa3a7c9e8b2397799ec6bb3/indeks-pembangunan-teknologi-informasi-dan-komunikasi-2022.html

Boerman, S. C., Meijers, M. H. C., & Zwart, W. (2022). The Importance of Influencer-Message Congruence When Employing Greenfluencers to Promote Pro-Environmental Behavior. Environmental Communication, 16(7), 920–941. https://doi.org/10.1080/17524032.2022.2115525

König, S., & Maier, E. (2024). The Effect of Green Influencer Message Characteristics: Framing, Construal, and Timing. Psychology & Marketing, 41(9), 1979–1996. https://doi.org/10.1002/mar.22021

Olbermann, Z., Mayer, F., & Schramm, H. (2024). Greenfluencing Through the Power of Emotions? Impact of Message Frames and Emotionally Matching Background Music on the Effectiveness of Influencers’ Environmental Communication. Social Media + Society, 10(2). https://doi.org/10.1177/20563051241254381