Sustainability on the plate: how influencers and social norms transform food choices

Purpose This study attempts to encapsulate how social norms and social media influencers, through their content, environmental concerns and engagement with their followers, encourage sustainable food choices (SFC). Additionally, it examines the role of consumers’ engagement in sustainable consumption (CES) and price sensitivity (PS) in shaping their sustainable food choice behaviour. Design/methodology/approach An online survey of 353 social media users utilizing a self-administered questionnaire was undertaken to validate the proposed research model. Data analysis was performed using the partial least squares structural equation modelling (PLS-SEM) methodology, incorporating measurement model analysis, structural model analysis, prediction-oriented segmentation (POS) analysis and necessary condition analysis (NCA). Findings The findings reveal that influencer-follower engagement, the influencer’s environmental concern and followers’ trust in the influencer’s content favourably impact SFC, while social norms further reinforce this relationship. Moreover, CES was found to mediate the relationship between the role of influencers, influencer engagement, social norms and SFC. Additionally, the role of consumers’ price sensitivity in moderating their sustainable food choice behaviour has been validated. Originality/value The study proposes a comprehensive theoretical framework and a holistic model that integrate influencer marketing, social norms and consumer behaviour in the context of sustainability. It enriches the existing literature by offering a dynamic understanding of how influencers and social norms shape SFC, particularly when sustainability is a global concern. Additionally, it provides noteworthy insights and practical implications for academicians, marketing practitioners, businesses and policymakers.