Shaping Consumer Behavior: The Role of Sustainability Influencers in Driving Eco‐Friendly Polymer Packaging

ABSTRACT The increasing focus on ecological sustainability has driven the adoption of biodegradable packaging solutions, like polymer‐based alternatives. This research report looks at how the larger active influence of sustainability influencers has laid a foundation for shaping environmental perceptions in public narratives about polymer packaging. In the long term, however, a sustainable product is anything but ethically ordinary, and influencers naming them can make it change much more rapidly, as they do have the reach to influence consumer perspectives toward ethical buying actions through social media. As a starting point, this research presents a literature review that defines the fundamentals of sustainable polymer packaging, influencer marketing, sources and trends concerning the promotion method, and a concise description of what an “eco‐influencer” is. Social influence theory and the diffusion of innovation theory were considered to create the framework for the context that defines how influencers influence people's opinions. The approach adopted in the gathering of research data will include conducting of survey, interviews, and analysis of the social media platforms with the aim of getting a clear understanding of the effectiveness of sustainability influencers. It also concludes that influencers influence consumer awareness and inclination toward eco‐friendly polymer packaging products. Based on these findings, the paper concludes with an exploration of suggestions for future research and their implications for practice for the industry players in examining how influencer marketing can contribute to promoting sustainable consumer behaviors.