The Impact of Celebrity Endorsements on Public Engagement in Environmental Behaviours

Abstract

This study investigates the role of celebrity influence in shaping public attitudes and behaviors toward environmental sustainability among individuals aged 18–28 years. A quantitative study was conducted using Snowball sampling, with a total of 50 respondents completing the survey from Qatar, India, the United Kingdom, the United States, and Canada. The study aimed to investigate the impact of celebrity endorsements on public perceptions and behaviors associated to environmental sustainability, as well as the role of perceived authenticity in moderating the effectiveness of celebrity-driven campaigns. The findings reveal that while celebrities raise environmental awareness, skepticism about their credibility and personal practices often limits the translation of awareness into concrete behavioral changes. For instance, 56% of respondents found celebrities were influential in shaping public opinion, however 38% adopted sustainable behaviors due to their influence. Additionally, the study highlights the dual role of social media as both an amplifier of advocacy efforts and a driver of performative activism. These insights contribute to understanding the intersection of media influence and environmental psychology, offering implications for designing more effective advocacy campaigns.