Crafting green influence: The role of self-disclosure and influencer type in generation Z’s Pro-environmental engagement

• Gender differences emerge in consumer responses to self-disclosure from celebrities versus SMIs. • Personal content is effective when posted by celebrities, regardless of gender. • Perceived appropriateness acts as a mediator in shaping message attitude and behavioral intentions. This study investigates effective strategies for sustainable messaging on social media by examining how various self-disclosure types (personal, professional, and mixed) and influencer types (celebrities vs . social media influencers) influence Gen Z’s pro-environmental responses. Two gender-specific experiments were conducted. In Study 1, female participants were exposed to posts from female influencers. Results reveal that both personal and professional content from celebrities are effective, while professional content yields better results when disclosed by social media influencers. In Study 2, male participants were exposed to posts from male influencers; here, celebrities achieve better outcomes with personal and mixed content, whereas mixed content is most effective when shared by social media influencers. Across both studies, perceived appropriateness mediates the interaction between self-disclosure type and influencer type on message attitude and pro-environmental behaviors.