Green Influencers: Analyzing the Role in Transforming Consumer Preferences Towards Sustainable Consumption

Author(s)	Prof. Dr. Shanti Suresh, Ms. Shruthi Sadanandan
Country	India
Abstract	Globally there has been an increase in greenhouse gas emissions due to human practices that are unsustainable. Excessive materialism , buy and dispose consumption habits, leads to greater carbon emissions, resource depletion, overfilling of landfills , water pollution and various hazards. There is an immediate need for transition among consumers from unsustainable lifestyle to sustainable lifestyle. Social media acts as a powerful agent to influence a change among the generation and make them adapt to behaviours that are sustainable. Green influencers communicates and engages the consumers thereby influencing their attitudes, preferences and intentions to practice eco-conscious behaviour. This research aims to understand the green influencers influence on consumers' buying patterns. It also helps to analyse the consumers actual consumption actions. This will assist the policy makers, businesses and government with the help of green influencers to identify ways to curb complex challenges posed by unsustainable practices. And will help in identifying the mechanisms that can be change agents for sustainable purchase
Keywords	green influencers environmental awareness sustainable consumption attitude–behaviour gap
Published In	Volume 8, Issue 5, September-October 2026
Published On	2026-09-22
DOI	https://doi.org/10.36948/ijfmr.2026.v08i05.88225

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