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    Item type:Publication,
    Virtual nature experiences on Instagram: how greenfluencers’ nature posts drive climate action
    (Taylor and Francis Ltd., 2025)
    Hartmann, Patrick
    ;
    Apaolaza, Vanessa
    ;
    Paredes, Mario R.
    ;
    D’Souza, Clare
    This study analyses the effects of greenfluencers’ nature posts on their followers’ intention to protect the climate, and the underlying mechanism of virtual nature experiences, nature connectedness, and climate concern in mediating this relationship. The proposed theoretical model was tested with an online survey of a sample of N = 550 Australian Instagram users of which n = 275 were following greenfluencers and an experimental study with a quota-based representative US sample (N = 600). Results showed that greenfluencers’ nature posts increased their followers’ intention to engage in climate-friendly behaviors. This effect was sequentially mediated by virtual nature experiences and nature connectedness, as well as an increase in climate concern. The more frequently greenfluencers posted pictures of nature, the more likely their followers reported virtual nature experiences, which in turn strengthened their connection with nature and increased climate change concern, driving climate action. A high influencer credibility reinforced this effect in the survey study. ©The authors ©Taylor & Francis.
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