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Journal of Psychology and Behavioral Studies

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ArticleOpen Access http://dx.doi.org/10.26855/jpbs.2026.06.003

The Connotation and Measurement of Consumer Alienation in Green Influencer Marketing Contexts

Yifan Nie1, Lei Xu2, Yilin Du2,*

1School of Public Health, Sun Yat-Sen University, Guangzhou 510275, Guangdong, China.

2College of Economics and Management, Beijing University of Technology, Beijing 100124, China.

*Corresponding author: Yilin Du

Published: May 8,2026

Abstract

Situated in the emerging context of green influencer marketing (GIM), this study examines the connotation and dimensional structure of consumer alienation and develops theoretically grounded measurement content for subsequent empirical research. Drawing on a constructivist grounded theory approach, the study integrates interview materials, online textual data, and relevant literature to identify the core manifestations, underlying categories, and process logic of consumer alienation in GIM contexts. The findings indicate that consumer alienation in GIM is a multidimensional construct comprising five core dimensions—negative image perception, passive interaction, perceived marketing normlessness, demand frustration, and intrinsic deficiency—together encompassing 15 main categories and 43 subcategories. On this basis, the study further formulates a preliminary item pool intended to support future scale development and quantitative testing. By clarifying the connotation of consumer alienation and explicating its grounded theoretical framework, this research enriches the literature on consumer alienation in digital green marketing and offers practical implications for enterprises, green influencers, and consumers.

Keywords

Consumer alienation; green influencer marketing; connotation of consumer alien-ation; measurement of consumer alienation

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How to cite this paper

The Connotation and Measurement of Consumer Alienation in Green Influencer Marketing Contexts

How to cite this paper: Yifan Nie, Lei Xu, Yilin Du. (2026). The Connotation and Measurement of Consumer Alienation in Green Influencer Marketing Contexts. Journal of Psychology and Behavioral Studies2(1), 11-31.

DOI: http://dx.doi.org/10.26855/jpbs.2026.06.003