HOW GREENFLUENCERS PROMOTE ZERO WASTE MOVEMENT ON INSTAGRAM? EVIDENCE FROM TÜRKİYE

Social media platforms have become crucial in fostering sustainable consumer behaviors. As environmental concerns continue to rise, the "zero waste movement" has gained widespread global attention, with social media influencers playing a pivotal role in advancing this cause. Zero waste is a circular approach that promotes sustainable production and consumption practices while supporting the efficient use of resources. This study explores the key themes highlighted by green influencers regarding zero waste in their social media posts. The research involves content analysis of 356 posts made by green micro and macro-influencers between October 1, 2023- 2024. The study focuses on the themes of reduce, recycle, refuse, reuse, and compost within the framework of the zero-waste philosophy. The findings indicate that green influencers strive to raise awareness about sustainability and zero waste, with the most frequent posts addressing the themes of reduce, recycle, and reuse. In contrast, the themes of refuse and composting were less frequently discussed. The results suggest that while awareness of recycling and reuse has increased in Türkiye, further information and education in these areas are still needed. The research findings will contribute to understanding the role of greenfluencers on Instagram in promoting the zero-waste movement and how marketers can leverage influencers to promote sustainability.