The Role of Social Media Influencers in Promoting Sustainable Consumption: An Analysis of Credibility and Engagement Factors

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 was applied, yielding 1,228 responses, which were analyzed using Structural Equation Modeling (SEM) to examine the relationships between the key variables. The findings indicate that influencer credibility significantly impacts social media engagement, which subsequently enhances users’ intention to adopt sustainable behavior and 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 explore different types of influencers and implement longitudinal studies to assess 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.