Impact of social media influencers on promoting sustainable behavior among Gen-Z

Impact of social media influencers on promoting sustainable behavior among Gen-Z

Satyam Kumar, Sumit Yadav

Satyam Kumar, Mittal School of Business, LPU

Sumit Yadav, Mittal School of Business, LPU

ABSTRACT
Social media influencers have become strong agents in influencing the behavior of consumers, especially those in Generation Z, a population that is greatly active online. This report studies the influence of social media influencers in driving sustainable behavior among Gen-Z, taking into consideration how they contribute to promote responsible consumption, and ecologically conscious attitudes. Using platforms such as Instagram, TikTok, and YouTube, influencers craft compelling stories that attract young people, generate awareness, and motivate action. The research analyzes core elements such as authenticity, relatability, and perceived credibility that influence the success of influencer-led sustainability campaigns. It also examines the factors that influence Gen-Z perception of influencers advocating sustainability. The study indicates that Influencer Credibility (IC) , influencer engagement and content strategy play a major role in raising green purchase intention additionally customer attitude, subjective norms and perceived behavior has a long-term effect on green purchase intention . The report highlights the power of influencer marketing as a force for social change and identifies a need for responsible promotion practices to drive meaningful and sustained behavioral change among Gen-Z.

Keywords: Social media influencers, sustainability, Generation Z, digital advocacy, eco-conscious consumerism, sustainable behavior.