Dataset for study "Which fashion greenfluencer is the perfect fit? Testing the effects of TikTok influencers’ eco-density and commercial density on young adults’ self-efficacy and intentions"

This is the dataset underlying the results of the study "Which fashion greenfluencer is the perfect fit? Testing the effects of TikTok influencers’ eco-density and commercial density on young adults’ self-efficacy and intentions"Abstract: Greenfluencers are social media influencers who promote eco-friendly practices. They vary in their degree of devotion to sustainability in their online narrative (i.e., high vs. low eco-density) and in their commercial approach to eco-friendly practices (i.e., high vs. low commercial density). With a 2 (eco-density: high vs. low) x 2 (commercial density: high vs. low) multiple-exposure experiment, this study tests the effects of TikTok greenfluencers on young adults' perceived self-efficacy to adopt sustainable fashion behavior and sustainable fashion intentions. Although eco-density did not significantly affect perceived lifestyle attainability or self-efficacy, there was a marginally significant interaction effect of eco-density and environmental self-identity on perceived lifestyle attainability. Furthermore, high (vs. low) eco-density greenfluencers were perceived as having stronger green motives, independent of their commercial approach, which in turn positively predicted sustainable fashion intentions. The findings suggest that high eco-density greenfluencers are more authentic role models, even when commercial elements are present.