Exploring the Influence of Eco-Conscious Influencers on Promoting Sustainable Products

Abstract

This study explores the impact of eco-conscious influencers on promoting sustainable products. With the rise of digital platforms, influencers have become key drivers in shaping consumer behaviour, particularly in sustainability. By leveraging authenticity, transparency, and relatable content, eco-conscious influencers inspire environmentally responsible consumption. This research employs a mixed-methods approach, combining in-depth interviews with influencers and surveys from their followers to analyze perceptions and purchase intentions. Findings reveal that influencer authenticity positively correlates with consumer trust and sustainable purchasing decisions. However, challenges such as greenwashing and over-commercialization can undermine their effectiveness. While 68% of respondents felt motivated to explore sustainable products due to influencer recommendations, only 54% made actual purchases. The study highlights the need for authentic collaborations between influencers and brands to foster credibility. Ultimately, eco-conscious influencers play a crucial role in sustainability advocacy, but their effectiveness hinges on maintaining trust and ethical marketing practices.