The impact of influencers on sustainable consumption: A systematic literature review

The pressing need for environmentally friendly behaviors and sustainable consumption practices has become paramount in light of climate challenges and evolving societal mindsets, particularly among younger generations. Recognizing the influential role of social media influencers in shaping attitudes and behaviors, this study conducts a systematic literature review to assess the impact of influencers on promoting sustainable consumption, leveraging the Theory-Context-Characteristics-Methods (TCCM) and Antecedents-Decisions-Outcomes (ADO) frameworks. By analyzing 52 Web of Science and Scopus articles, the study identifies critical theories, methods, and contexts related to influencers' roles in shaping sustainable consumer behavior. Furthermore, it proposes an integrative conceptual framework that links influencers with sustainable consumption outcomes, highlighting key antecedents, decisions, and results. The findings underscore the effectiveness of influencers in shaping followers' purchase intentions, attitudes, and sustainable behaviors through various personal attributes and content characteristics, such as credibility, perceived expertise, green orientation, and message appeal type. The study concludes with recommendations for researchers on how to address current knowledge gaps in the field and provides insights for organizations on leveraging influencer campaigns to advance sustainability goals.