Navigating pro-environmental shifts: Celebrity advocacy in South African townships

Abstract

Celebrity and influencer endorsement, a widely used strategy, presents an ambiguous efficacy in promoting pro-environmental behavior. Past studies in this field have lacked exploration into the psychosocial mechanisms influencing individuals to adopt environmentally friendly practices. This study, grounded in the source credibility model, consumer decision model, and theory of reasoned action, delves into the effectiveness of celebrity endorsement. Comparing sports and entertainment celebrities in a quasi-experiment, the paper gathered data from diverse community hubs within a densely populated urban settlement. Focusing on Alexandra township in Johannesburg, South Africa, the research examines how individual and social factors influence residents' pro-environmental behavior, comparing two celebrity types: sports and entertainment figures. The paper employed a structural equation modeling to analysed the two samples. Findings highlight the pivotal roles of personal involvement and normative influence in shaping residents' environmental problem recognition. Additionally, a positive relationship emerges between problem recognition and pro-environmental attitude. This research extends beyond Western contexts, addressing a social imperative for behavior change in an urban poor setting. Contributing to celebrity endorsement theory, the study presents a practical strategy for transforming communities into proactive advocates for environmental consciousness. This study, transcending conventional boundaries, illuminates the multifaceted dynamics of celebrity influence. In doing so, it enriches our understanding of effective strategies for nurturing pro-environmental citizens through effective celebrity advocacy.