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ISSN: 3107-7609 (Online) | Frequency: Half-yearly | Type: Open Access | Peer Review: Double Blind

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Influencer Credibility and Meme Marketing as Drivers of Sustainability Awareness among Gen Z Consumers in India: A Qualitative Exploration

  • Prathit Bhargava Bhargava Prathit Bhargava Bhargava TERI School of Advanced Studies India ,  
  • Anand Jaiswal* Anand Jaiswal Corresponding author Assistant Professor TERI School of Advanced Studies India Anand Jaiswal ORCID Id
Received: April 03, 2025
Accepted: April 28, 2025
Published: June 02, 2025
Volume: 1 (1) | Page: 1-15

Abstract

As the digital realm continues to expand, the complexity of modern software ecosystems has increased the frequency and severity of zero-day attacks, causing traditional cyber defence mechanisms to be insufficient. This study examines the role of meme marketing and influencer credibility in shaping sustainability awareness among Generation Z consumers in India. As digital natives increasingly reject traditional advertising in favor of authentic, entertaining content, brands have turned to meme-based strategies to promote environmental consciousness. However, questions remain about whether humor-driven communication can effectively convey serious sustainability messages without being perceived as trivial or inauthentic. Using a qualitative approach combining semi-structured interviews (N=25) and content analysis of 325 memes, this study examines influencer credibility, comprising trustworthiness, expertise, and relatability, significantly mediates meme effectiveness, with micro-influencers outperforming celebrity influencers in driving engagement. The study identifies cultural adaptation as a critical success factor, demonstrating that regionally tailored memes generate 42% higher recall than generic content. While humorous memes increased message sharing by 58%, their impact on actual behavior change was moderated by perceptions of greenwashing. The results contribute to source credibility theory by demonstrating how digital persuasion operates in meme-based sustainability communication, while offering practical guidance for marketers seeking to balance entertainment value with environmental messaging. These insights are particularly valuable for sustainability campaigns targeting young consumers in emerging markets, where digital media consumption patterns differ significantly from Western contexts.

Keywords: Meme Marketing, Influencer Credibility, Sustainability Awareness, Generation Z, Digital Persuasion, India

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