@article{2025:gisler:driving_th,
title = {Driving the Circular Economy on Social Media: Sustainability Influencers and Their Business Models},
year = {2025},
note = {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.},
journal = {Swiss Journal of Business},
pages = {339--359},
author = {Gisler, Julia and Gollnhofer, Johanna},
volume = {79},
number = {3}
}