Social Media Influencers' Impact on Consumers' Decisions to Purchase Eco-friendly Products: Literature Review

Abstract

Product marketing in the online age is centered on social media, particularly through the employment of celebrities or other well-known individuals who have a large following on these platforms—a term better known as influencers. It is anticipated that the marketing they conduct on social media would enhance their followers' inclination to make purchases, particularly for eco-friendly goods. Thus, the purpose of this study is to investigate and track the ways in which social media influencers (SMI) actively affect customers' inclinations to purchase green products. The research methodology employed in this study involves searching two electronic databases, Google Scholar and ScienceDirect, for relevant material. The review of clinical publications and research that was published between 2013 and 2023 served as the foundation for this study. Results imply that social media influencer (SMI) has a big impact on consumers' propensity to purchase ecologically friendly products.