Driving the Circular Economy on Social Media: Sustainability Influencers and Their Business Models

Influencers who advocate for environmentally friendly and ethical practices play a crucial role in promoting the principles of the circular economy, including the 4 Rs: repair, reuse, recycle, and reduce. This paper investigates the business models utilizsed by sustainability influencers and discusses the role of influencers in driving the circular economy. Through qualitative research, including in-depth interviews and a netnographic analysis, three primary business models are identified: (1) Educational Advocates, (2) Lifestyle Marketers, and (3) Change Leaders. The findings reveal significant opportunities for sustainability influencers to mainstream sustainability and extend their impact beyond social media. The paper contributes to the academic literature on business models in the circular economy by bridging the gap between influencer marketing and the circular economy.