The Impact of Social Media Influencers on Generation Z's Consumer Behaviour and Sustainable Lifestyle Adoption

Social media influencers (SMIs) have emerged as powerful figures in shaping consumer behavior, particularly among Generation Z, who exhibit a high level of digital engagement. This study explores the impact of SMIs on purchase decisions and the adoption of sustainable lifestyle choices among this demographic. Given the increasing focus on environmental sustainability, businesses and policymakers are leveraging influencer marketing strategies to encourage eco-conscious consumption. The study employs a quantitative research approach, utilizing survey data from 300 Generation Z respondents. Findings indicate that social media engagement significantly influences sustainable consumer behavior, with influencer endorsements serving as a key mediator in this relationship. The correlation and regression analysis further reinforce the predictive power of social media engagement in driving eco-conscious decisions. This study contributes to the literature by highlighting the effectiveness of digital influencer marketing in promoting sustainability, aligning with global sustainability efforts such as the United Nations Sustainable Development Goals (SDG 13). Practical implications suggest that businesses should actively collaborate with influencers to develop campaigns promoting sustainable products and services. Future research could further investigate the long-term impact of influencer-driven sustainability messaging on consumer behaviour.