The Role of Greenfluencers’ Communication in Overcoming Consumers’ Barriers to Circular Economy: An Explorative Study on @Eco.narratrice

Consumers encounter significant psychological and social barriers that hinder their participation in ecological transitions. Green influencers (or Greenfluencers), through their communication style and perceived credibility, have the potential to increase consumer awareness and engagement with circular practices. Previous research has focused on green influencers’ role in eco-friendly purchases, but their impact on promoting circular economy behaviors is less studied. To address this gap, the present explorative study investigates how green influencers’ communication can shape consumers’ perceptions of the barriers to adopting circular economies. Using a single case study of the Italian Greenfluencer “@Eco.narratrice” (Elisa Nicoli), this paper examines how green content creators’ communication can address psychological and social obstacles that prevent consumers from embracing circular models in the Italian context. Our findings reveal a different impact of Greenfluencer communication effectiveness on consumer perceptions of circular economy adoption barriers. While Greenfluencer communication helps reduce barriers like knowledge gaps and psychological essentialism, it may also heighten concerns about switching costs, inertia, and cynicism. The findings contribute to the growing literature on green influencers, offering new insights into the broader effects of their communication on consumer engagement with circular economies. This research provides insights for marketing managers on leveraging Greenfluencers to promote circular business models. It also provides feedback for Greenfluencers to refine their communication strategies, helping them better address consumer perceptions of CE barriers, particularly in areas where their efforts may fail to achieve the desired impact.