Role of Influencer Marketing in Promoting Sustainability

As the global demand for sustainable living intensifies, brands and consumers alike are turning to more conscious choices that align with environmental and social responsibility. In this shift, influencer marketing has emerged as a powerful digital tool, not just for promoting products, but also for spreading awareness and inspiring action toward sustainability. This study explores the evolving role of influencer marketing in promoting sustainability across industries, highlighting how digital creators have become powerful intermediaries in shaping consumer awareness, attitudes, and eco-conscious behaviours.  Using a qualitative and exploratory research approach, the study draws insights from secondary data, online sources, and of sustainability influencers across fashion, beauty, lifestyle, travel, home, and technology sectors. The findings show that authenticity, credibility, and transparency are central to effective sustainability communication, with micro- and nano-influencers often generating deeper trust and engagement.

Influencer Marketing, Sustainability, Green Consumer Behavior, Social Influence, Source Credibility, Sustainable Branding, Environmental Marketing

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