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

Syahribulan Syahribulan,

Ela Elliyana,

Rosmiati Rosmiati

et al.

Journal of Production Operations Management and Economics, Journal Year: 2025, Volume and Issue: 51, P. 63 - 77

Published: Jan. 8, 2025

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

Language: Английский

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

Syahribulan Syahribulan,

Ela Elliyana,

Rosmiati Rosmiati

et al.

Journal of Production Operations Management and Economics, Journal Year: 2025, Volume and Issue: 51, P. 63 - 77

Published: Jan. 8, 2025

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

Language: Английский

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