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Social Media Influencers' Role in Promoting Sustainability

Strategic Insights

— 1 min read

New research from Riga Technical University, published in the Social Sciences journal, sheds light on the impact of social media influencers on their followers' adoption of sustainable behaviors. The study, led by Regina Veckalne, examined the factors influencing followers' attitudes and actions towards sustainability, revealing that influencer credibility and perceived behavioral control play significant roles in shaping actual sustainable behavior.

Key Takeaways:

  • The study highlights the influence of social media influencers on their followers' adoption of sustainable behaviors, with a focus on sustainability-promoting influencers in the winter of 2024-2025.
  • Influencer credibility (IC) is a key driver in advancing positive attitudes toward sustainability, with followers perceiving credible influencers as knowledgeable, trustworthy, and relatable.
  • Perceived behavioral control is a significant predictor of both attitudes toward sustainability and sustainable behavior, emphasizing the importance of influencers empowering followers with practical guidance.
  • The study shows that positive attitudes toward sustainability alone may not drive behavioral change without sufficient perceived control and credible influence.
  • The research suggests that social media influencers can play a meaningful role in advancing sustainability, but their credibility and influence are essential for actual behavioral change.
  • Regina Veckalne, Faculty of Engineering Economics and Management, is the lead author of the study, alongside additional authors Samandarbek Akhmatjonov, Sugra Humbatova, and Natig Gadim-Oglu Hajiyev.

Statistics:

  • The study surveyed followers of sustainability-promoting influencers in the winter of 2024-2025, using Partial Least Squares Structural Equation Modelling (PLS-SEM) to analyze the data.
  • The findings reveal that influencer credibility has a direct impact on the actual sustainable behaviors of their followers, with a significant predictor of attitudes toward sustainability and sustainable behavior.
  • The research concludes that influencers maintaining high credibility and empowering followers with practical guidance could facilitate sustainable lifestyle changes among their followers.

Sources:

  • Our news editors obtained a quote from the research from Riga Technical University: (no date)
  • Veckalne, R., et al. (2025). From Scroll to Action: Can Social Media Influencers Drive Real Behavioral Change Among Their Followers?. Social Sciences, 14(5), 253. (Social Sciences - http://www.mdpi.com/journal/socsci)
  • Our news journalists report that additional information may be obtained by contacting Regina Veckalne, Faculty of Engineering Economics and Management, Technical University, LV-1048 Riga, Latvia.
  • The publisher for Social Sciences is MDPI AG. A free version of this journal article is available at https://doi-org.sdpl.idm.oclc.org/10.3390/socsci14050253.

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