The Role of Social Media Influencers in Shaping Sustainable Purchasing Behavior: Genuine Consumer Interest or Impulsive Trends?

Abstract

The growing influence of social media influencers has reshaped consumer behavior, particularly in the context of sustainable purchasing. This study explores how influencers impact consumers' sustainable purchasing behaviors and attitudes toward eco-friendly products, focusing on the distinction between genuine interest and impulsive trends driven by online presence. The phenomenon of influencers promoting sustainability highlights the duality of their impact—either inspiring meaningful behavioral change or encouraging short-term consumption. The primary objective of this research is to analyze the psychological and behavioral factors influenced by social media campaigns. The novelty of this study lies in its investigation of influencers’ dual role, examining both their potential to foster authentic interest in sustainability and their tendency to fuel impulsive purchasing. The findings reveal that trust in influencers, coupled with emotional appeals and social proof, significantly impacts purchasing decisions. While 55% of consumers demonstrated genuine interest in sustainability, 45% exhibited impulsive tendencies, often abandoning products after campaigns ended. Recommendations include designing influencer campaigns with greater transparency, integrating educational content, and promoting long-term engagement through relatable narratives. This study provides actionable insights for brands, policymakers, and influencers, emphasizing the importance of authenticity and strategic alignment in promoting sustainable consumption.