The Impact of Social Media Influencers on Ecoconscious Consumers

This study examines the role of sustainability concerns, green labeling, and green influencer on consumers’ purchase intentions to buy eco-conscious products. The study uses SMART PLS 4.0 method for analysis and hypotheses testing. Findings indicate a positive relationship between sustainability concerns, green labeling, and green influencers, with green labels having a significant impact on green purchase intentions. The study recommends highlighting eco-labeling information on product packaging as a significant business strategy, that can be a useful tool for companies, governments and organizations. The use of green influencers to advocate for sustainable practices has been cited as a key element to positively shift consumers’ mindsets towards eco-friendly purchasing, contributing to brand loyalty and increased consumer awareness.