How Greenfluencers Boost Climate Action: Why Inspirational Green Leadership Matters

ABSTRACT This study analyses the role of greenfluencers —social media influencers promoting environmental sustainability—in motivating intention to engage in climate action. By drawing on organizational research and integrating the concept of inspirational leadership, this research introduces the novel concept of inspirational green leadership to describe the capacity of greenfluencers to engage and motivate their followers toward sustainable behaviors. Using a survey of Australian Instagram users, the study differentiates between two distinct greenfluencing dimensions—green lifestyle promotion and green activism— finding both positively influence followers' intention to engage in climate actions, with green activism having a stronger impact. Results show that perceived inspirational green leadership mediates the relationship between greenfluencing activities and intention to engage in climate action, highlighting the importance of authenticity and credibility. The findings underscore the potential of greenfluencers to drive meaningful environmental behavior change and offer practical insights for influencers, brands, and policymakers to enhance climate action strategies through social media engagement.