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VOL. 11, ISSUE 12 (2025)
The influence of Social Media on cultivating consumers' interest in sustainable buying habits
Authors
Dr. Pinki Rani Dei
Abstract
Social media influencers play an increasingly important role in shaping
consumer behavior, particularly with respect to sustainable purchasing. This
study examines how influencers shape attitudes and behaviors toward
eco-friendly products, distinguishing between genuine interests and fleeting
online trends. The growth of influencers advocating for sustainability shows
their dual impact: fostering genuine behavioral change or encouraging temporary
consumption. The primary objective is to analyze the psychological and
behavioral factors influenced by social media campaigns. Notably, the study
highlights influencers’ dual role: promoting authentic engagement with
sustainability and triggering impulsive buying. Results indicate that trust in
influencers, emotional appeals, and social proof notably influence purchase
decisions. Although 55% of consumers demonstrate genuine interest in
sustainability, 45% are impulsive and often discard products after campaigns.
Recommendations include transparent influencer campaigns, educational content,
and the promotion of long-term involvement through relatable storytelling. This
research offers valuable insights for brands, policymakers, and influencers,
underscoring the need for authenticity and the alignment of strategic messaging
in promoting sustainable consumption.
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Pages:185-191
How to cite this article:
Dr. Pinki Rani Dei "The influence of Social Media on cultivating consumers' interest in sustainable buying habits". International Journal of Commerce and Management Research, Vol 11, Issue 12, 2025, Pages 185-191
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