Driving sustainable consumption: The impact of influencer content value on consumer behaviour

Influencers on social media have become influential in influencing consumer attitudes towards environmental responsibility. This paper will look at the motivation of sustainable consumption by the dimensions of content value of the so-called greenfluencers, namely, the entertainment, social, and functional value. The study examines the effect of content enjoyment, community identity, and practical utility through a quantitative survey of active social media users. These findings affirm that the dimensions play an important role in the adoption of sustainable practices. The combination of content that entertains, gives reliable information, and the feeling of shared values has the greatest influence on consumers. Therefore, to shift the consumers between the passive perception and life action, brands and influencers should effectively balance the emotional appeal with functional utility. It is an integrated strategy that is essential in promoting a massive change to sustainable consumption.