Abstract

Influencer marketing has become one of the most dynamic promotional tools for encouraging sustainable consumption, particularly as consumers increasingly rely on social media for product information. This study explores Indian consumers’ perceptions of sustainable products—such as eco-friendly items, organic cosmetics, and plant-based foods—when promoted by digital influencers. Using insights from contemporary literature along with primary data collected from a sample of approximately 200 Indian consumers, the study evaluates attitudes toward sustainability, influencer credibility, and purchase intentions. Descriptive and regression analyses reveal that while Indian consumers generally express favourable attitudes toward green products, a noticeable attitude–behaviour gap persists. More importantly, influencer credibility and message relevance significantly predict purchase intentions for sustainable products (β ≈ 0.45, p < 0.01). The findings underscore the dual nature of influencer marketing: while authentic influencers can strongly motivate sustainable choices, instances of greenwashing can erode trust. The study recommends that brands collaborate with credible eco-influencers and maintain transparency to reinforce consumer confidence. Future inquiries may consider region-specific behaviours and platform-specific influences