Exploring the Effectiveness of Indian Instagram Environmental Influencers in Promoting Sustainable Behavior among Social Media Users

Abstract: This paper explores the influence of Indian Instagram environmental influencers on the thought process of urban youth in terms of environmental sustainability. The study evaluates environmentalists' posts on social media and gets insights from social media users. It emphasizes the possibility of using social media influencers in environmental campaigns and recommends ways to maximize their effect. The study also investigates the level of knowledge among social media users of Indian environmental influencers and their interaction with material. For this study a mixed approach has been adopted where quantitative and qualitative methods have been used. A survey method has been used to collect primary data from 160 respondents of Delhi-NCR while Instagram post of the top 5 Indian environment influencers have been analyzed. This study contributes to a better understanding of digital influence in environmental activism by shedding light on the effectiveness of Instagram influencers in promoting sustainability. Keywords: Environment, Influencers, Instagram, Social Media Users, Sustainability