Exploring the Role of Digital Influencers in Driving Green Consumerism in Emerging Contexts

The rising popularity of social media influencers has reshaped consumer decision-making, yet their role in promoting environmentally friendly behaviour in emerging economies remains underexplored. This study presents a systematic review of existing academic literature, industry reports, and case studies to examine how influencers contribute to the advancement of sustainable consumption. It focuses on understanding the influence of key factors such as influencer credibility, authenticity, and platform dynamics in shaping eco-conscious consumer attitudes. Particular attention is given to the challenges and opportunities in emerging markets, where digital adoption is accelerating but sustainability awareness is still developing. Based on consolidated evidence, the paper proposes an integrated framework for understanding influencer-driven green marketing in emerging economies. The framework offers theoretical contributions to sustainability and digital marketing research while providing practical implications for businesses and policymakers seeking to foster green consumer behaviour. The findings highlight the strategic importance of using credible and authentic influencers to promote sustainable lifestyles in rapidly transforming economies. This framework not only contributes to the theoretical understanding of influencer marketing and sustainable consumption but also provides practical insights for marketers, sustainability advocates, and policymakers seeking to promote eco-friendly behaviours through digital channels in rapidly developing economies.