Frustración verde: las tensiones emocionales del marketing sostenible en seguidores de greenfluencers
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- Tomás Zapata-Soto+−
- Nataly Guiñez-Cabrera+−
- Catalina Leal-Leal
DOI:
https://doi.org/10.17979/redma.2025.29.1.11962Resumen
Este estudio ͏cualitativo examina las emociones ambivalentes que experimentan los seguidores de greenfluencers en Instagram, en el contexto del mar͏keting sostenible actual.͏ Utilizando un análisis temático de 13 entrevistas semiestructuradas realizadas a usuarios de Chile, se identificaron emociones como frustración, preocupación por el medio ambiente, culpa, aspiración no alcanzada e incomodidad moral frente los discursos sostenibles. Estos sentimientos surgen cuando los contenidos proyectan ideales ecológicos percibidos como difíciles de alcanzar, normativos o incoherentes con la realidad cotidiana de los seguidores. Los resultados evidencian que, aunque si bien los greenfluencers pueden ser agentes movilizadores del cambio, también generan problemas emotivos que afectan el compromiso con prácticas sostenibles. Esta investigación contribuye a una comprensión más compleja del marketing sostenible, proponiendo un enfoque emocionalmente responsable para el diseño de contenidos y estrategias en͏ redes sociales. Se͏ concluye que la sostenibilidad debe comunicarse desde la autenticidad, la empatía y la accesibilidad.
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