Towards influencer marketing campaigns of single-use plastics and the impact on behavioural change

Abstract

This study examined the role of social media influencer campaigns in promoting behavioural change toward the reduction of single-use plastics in Ghana. With increasing concern about plastic pollution and its impact on the environment, influencers have become important voices in sustainability conversations, especially among young and active social media users. To understand how these campaigns, shape public behaviour, an online survey was administered to 200 social media users who follow or engage with sustainability-related content. The questionnaire measured four main constructs: awareness of plastic pollution, attitudes toward sustainable behaviour, levels of engagement with influencer content, and perceptions of influencer credibility and effectiveness. The data were analyzed using Pearson correlation and multiple regression to assess the relationships and predictive strength of these variables. The findings showed that respondents who perceived influencer campaigns as credible, relatable, and effective were more likely to adopt sustainable habits. Positive attitudes toward environmental protection and strong perceptions of message effectiveness emerged as the strongest predictors of behavioural change. The results highlight the importance of authenticity, emotional appeal, and consistent messaging in driving environmental action through digital platforms. Influencers who communicate in relatable and encouraging ways appear to motivate practical eco-friendly behaviour among their audiences. However, the study was limited by the use of convenience sampling, which may affect the extent to which the findings represent all social media users in Ghana. Despite this limitation, the study offers valuable insights into how influencer marketing can support national and global sustainability efforts.