Perceived credibility of green influencers among young people in four European countries

Abstract The subject of this paper is the opinion of young people (aged 14–25) regarding influencers, with a particular focus on green influencers. The research seeks to answer the following two research questions (Q): Q1. How can the young people's opinion on (green) influencers be summarised? Q2. Do the demographic characteristics of young people affect their opinion? A computer-assisted personal interviewing (CAPI) survey was conducted between May and June 2022 in four European Capitals of Culture located in different countries (Estonia, Hungary, Lithuania, and Romania). Based on the primary questionnaire survey, descriptive statistics and relationship analyses (Cramer's V and Kendall's Tau) were applied to examine the collected data (n = 712). The results indicate that the majority of respondents do not trust influencers—neither in general nor on environmental issues—and this lack of trust is not strongly associated with the respondents’ gender or place of residence (country or type of settlement).