The role of social media influencers in promoting sustainable consumption: An analysis of credibility and engagement factors

¹ Department of Family and Consumer Sciences, IPB University, Bogor 16680, Indonesia
² School of Business, IPB University, Indonesia
³ Department of Resource Management and Consumer Studies, Universiti Putra Malaysia, 43400 Serdang, Malaysia
⁴ Kulliyyah of Sustainable Tourism and Contemporary Languages (KSTCL), International Islamic University Malaysia, 84600 Pagoh, Malaysia
⁵ Department of Professional Accounting and Finance, Kristu Jayanti (Deemed to be University), Bangalore 560077, India
⁶ PT Nestlé Indonesia, Jakarta 12550, Indonesia

^* Corresponding author: This email address is being protected from spambots. You need JavaScript enabled to view it.

Abstract

This study aims to analyze the influence of influencer credibility on social media engagement, intention to adopt sustainable behavior, and sustainable consumption. Using a quantitative approach, data were collected through an online survey targeting Indonesian social media users aged 17 and above who follow at least one influencer. A voluntary sampling method yielded 1,228 responses, which were analyzed using Structural Equation Modeling (SEM) to examine relationships among the key variables. The findings indicate that influencer credibility significantly impacts social media engagement, which, in turn, enhances users' intention to adopt sustainable behaviors and engage in sustainable consumption. However, this study is limited by its non-probability sampling method and cross-sectional design, which may affect the generalizability of the results. Future research should investigate various types of influencers and conduct longitudinal studies to evaluate long-term behavioral changes. This research contributes to the fields of influencer marketing and sustainability by integrating influencer credibility with sustainable consumer behavior. The findings offer valuable insights for marketers, policymakers, and content creators in promoting sustainability through digital platforms.