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Article

From Scroll to Action: Can Social Media Influencers Drive Real Behavioral Change Among Their Followers?

by
Regina Veckalne
1,
Samandarbek Akhmatjonov
1,
Sugra Humbatova
2,3 and
Natig Gadim-Oglu Hajiyev
2,3,*
1
Faculty of Engineering Economics and Management, Riga Technical University, LV-1048 Riga, Latvia
2
Department of Economics, Faculty of Economics and Management, Azerbaijan State University of Economics (UNEC), Baku AZ1001, Azerbaijan
3
Agrarian Research Centre–Azerbaijan Ministry of Agriculture, Baku AZ1025, Azerbaijan
*
Author to whom correspondence should be addressed.
Soc. Sci. 2025, 14(5), 253; https://doi.org/10.3390/socsci14050253
Submission received: 20 March 2025 / Revised: 13 April 2025 / Accepted: 18 April 2025 / Published: 22 April 2025
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Abstract

:
This study explores the influence of sustainability-promoting social media influencers on their followers’ adoption of sustainable behaviours. Specifically, it examines how influencer credibility (IC), perceived behavioral control (PBC), and attitudes toward sustainability (AS) shape actual sustainable behavior (ASB) among followers. Using Partial Least Squares Structural Equation Modelling (PLS-SEM) based on the survey distributed among the followers of sustainability-promoting influencers in the winter of 2024–2025, our findings reveal that influencer credibility is a key driver in advancing positive attitudes toward sustainability, as followers who perceive an influencer as knowledgeable, trustworthy, and relatable are more likely to develop favorable views on sustainable practices. Furthermore, influencer credibility has a direct impact on the actual sustainable behaviors of their followers. Perceived behavioral control is also a significant predictor of both attitudes toward sustainability and sustainable behavior. However, positive attitudes toward sustainability alone may not directly drive behavioral change without sufficient perceived control and credible influence. These findings highlight the importance of influencers maintaining high credibility and empowering followers with practical, achievable guidance to facilitate sustainable lifestyle changes. Thus, this study highlights the potential for social media influencers to play a meaningful role in advancing sustainability.

1. Introduction

In the last few decades, social media has become an integral part of daily life for millions of people, significantly influencing social, economic, and ecological aspects of society. Social media influencers, content creators with large audiences, play a key role in this process, as they have the ability to shape the opinions, preferences, and even behaviors of their followers (Mishra and Ashfaq 2023). When it comes to sustainable development, influencers become very important agents of change through the promotion of eco-responsible practices and the formation of new consumption norms (Davies and Hobbs 2020; Grgurić Čop et al. 2023). However, in spite of the growing popularity of social media influencers, their real impact on followers’ behavior in the context of sustainable development remains understudied.
The promotion of sustainable development requires a complex approach, which includes institutional as well as individual changes (OECD n.d.). Influencers who use their blogs to popularize more eco-friendly lifestyles play a vital role in this process, as they can attract a lot of attention to topical social and ecological issues (Jacobson and Harrison 2021). Nevertheless, it is still unclear how effective influencers are in shaping their followers’ understanding of the importance of sustainable development and whether they facilitate real behavioral change.
While some researchers have explored the general role of social media in promoting sustainability, there is a gap in understanding the specific factors that drive actual behavioral changes among followers of sustainability-promoting influencers. This study aims to fill this gap by examining the role of social media influencers in shaping followers’ attitudes toward sustainability and facilitating the adoption of sustainable behaviors.
The aim of this article is to analyze the role of social media influencers in shaping followers’ attitudes toward sustainable development and in making their behavior more eco-friendly. The research is focused on three key factors: influencer credibility (IC), perceived behavioral control (PBC), and attitudes toward sustainability (AS) and their impact on actual changes in sustainable behavior (ASB) among followers. To determine the relationship between these variables, structural equation modeling was used. The survey used in the analyses was conducted online among sustainability-promoting influencers’ followers.
The research objectives were as follows:
  • To explore the influence of influencer credibility on followers’ attitudes toward sustainability.
  • To assess the impact of influencer credibility on the actual sustainable behaviors of followers.
  • To evaluate how perceived behavioral control influences both attitudes toward sustainability and sustainable behaviors.
  • To investigate the role of attitudes toward sustainability in shaping sustainable behavior and identify barriers to the attitude–behavior gap in the context of sustainability.
The findings demonstrate how social media and influencers can effectively promote environmentally responsible behavior among a wide audience. The study’s practical implications are that it can help develop strategies to enhance influencers’ positive impact and increase followers’ engagement in sustainable practices. From a theoretical perspective, this work contributes to the understanding of the mechanisms of influence by expanding the existing understanding of the role of trust, behavioral control, and attitudes toward sustainable development in shaping sustainable behavior.

2. Literature Review

2.1. Identifying the Research Gap

Before proceeding with the literature review, let us briefly present a bibliometric analysis of the topic. To conduct the bibliometric analysis, the keywords “Social media influencers” AND ”sustainability” were searched on Scopus. The search was then filtered by publications in English, revealing that there were only 56 documents published with this combination of keywords, underscoring a clear research gap in this area.
Figure 1 demonstrates the number of publications with the indicated keywords over time. The first article using them was published only a few years ago, in 2019, which was quickly followed by an upward trend that reached its peak in 2024, with over 20 published documents.
Figure 2 presents the bibliometric coupling of the keywords present in the articles selected for analysis, developed via VosViewer. It can be seen that the strongest correlation is between the terms “social media influencers” and “sustainable fashion”, indicating a growing interest in the role of influencers in promoting sustainable practices in the fashion industry. Additionally, there is a strong correlation between “influencer marketing” and “sustainability”, highlighting the importance of influencers as a tool for promoting sustainable initiatives. However, the total number of keywords (13) is limited, indicating that the topic is understudied and requires further research.
Figure 3 is a thematic map that classifies the keywords from the selected articles into four categories: basic, motor, niche, and emerging themes. While basic themes include concepts such as “social media”, “sustainability”, and “social networks”, fundamental to sustainability and social media research, motor themes include the terms “marketing”, “network analysis”, and “sustainability”, indicating their importance for further research development. Niche topics include “economic and social impacts” and “influencer marketing”. These topics have a narrower focus but are still important for understanding the impact of influencers on sustainability. Finally, emerging topics such as “consumer behavior” are evolving and may become key areas for future research. The thematic map demonstrates that despite growing interest in the role of influencers in sustainability, many aspects of the topic remain under-researched, particularly in the context of long-term impact on consumer behavior.

2.2. Social Media as a Tool for Promoting Sustainable Development

Social media has become a powerful platform for information distribution as well as for shaping public opinion, especially in the context of sustainable development (Kapoor et al. 2023). Not only do social media platforms, such as Instagram, TikTok, YouTube, and X (former Twitter), enable users to consume content, but they also encourage active participation in discussions, including those related to ecological and social problems (Li et al. 2023a). Research shows that social media are very effective in raising awareness about sustainability issues, such as climate change, responsible consumption, and waste reduction (Veckalne et al. 2022; Strähle and Gräff 2017). Nevertheless, in spite of their potential, many social media campaigns aimed at sustainability promotion remain superficial and do not cause long-lasting behavioral change (White et al. 2019).
Furthermore, social media facilitates the formation of interest-based online communities. These communities allow the exchange of experience, knowledge, and ideas, which leads to a deeper involvement of users in ecological and social initiatives (Li et al. 2023b; Veckalne et al. 2023). For instance, hashtags such as #ZeroWaste and #EcoFriendly unite millions of users across the globe in their aspiration to lead more sustainable lives. Research also shows that users who actively engage with sustainability-related content are more likely to choose eco-friendly products and services (Jacobson and Harrison 2021). For example, campaigns promoting sustainable fashion increase demand for recycled clothing and ethically produced goods (Sipos 2024).
Despite the potential of social media in promoting sustainable development, there are a number of challenges associated with it. One of the main issues with sustainability-promoting social media campaigns is their superficiality, as they mainly focus on short-term effects rather than long-term changes (White et al. 2019). Moreover, many companies are involved in “greenwashing” practices, which help them to attract new or retain existing customers but undermine audience trust in “green” initiatives (X. Yang et al. 2024).

2.3. The Role of Influencers in Shaping Consumer Behavior

Social media influencers who have large audiences play an important role in shaping the preferences and behavior of their followers (Hudders et al. 2021). Their influence is based on the trust that followers have in their recommendations, as well as the perception of influencers as experts or people with the same interests and viewpoints (Schouten et al. 2021). In terms of sustainable development, influencers who promote sustainable products or practices, such as zero-waste, plant-based diets, etc., can inspire their followers to adopt those practices and switch to advertised products (Sipos 2024). However, the success of influencers in this case depends on their authenticity and consistency. If followers perceive an influencer as insincere or motivated solely by financial gain, this may lead to decreased trust and reduced influence on behavior (A. Yang and Sun 2024).
Thus, influencer credibility is one of the main factors determining bloggers’ ability to influence followers’ attitudes and behavior (Balaban and Mustățea 2019). Followers who trust the influencer promoting sustainable living have higher chances of developing positive attitudes toward sustainable practices (Elgaaied-Gambier et al. 2018). However, influencer trust does not always automatically translate into behavioral change. Confidence in followers’ ability to implement sustainable practices in their daily lives and afford more sustainable products is also very important in this case (Kirby and Zwickle 2021).

2.4. Perceived Behavioral Control and Its Role in Sustainable Development

The Theory of Planned Behavior (TPB), developed by Ajzen (1991), emphasizes that an individual’s intentions and actual behavior are determined by three key factors: attitudes toward the behavior, subjective norms, and perceived behavioral control (PBC). PBC reflects an individual’s confidence in their ability to perform a certain action, as well as their perception of the availability of resources and opportunities to do so. In the context of sustainable development, PBC plays a critical role, as environmentally responsible practices often require significant effort, changes in habits, and access to certain resources (Ayar and Gürbüz 2021).
PBC directly influences an individual’s intentions to act in a sustainable manner, so if a person feels that they have the necessary resources, knowledge, and capabilities, they are more likely to engage in environmentally responsible practices (Kirby and Zwickle 2021). For example, research shows that people who are confident in their ability to reduce energy consumption are more likely to install energy-saving devices or change their habits (Ayar and Gürbüz 2021). In addition, PBC can indirectly influence behavior through the development of positive attitudes toward sustainable development. When an individual feels that they can contribute to solving environmental problems, this increases their motivation and engagement (Brick et al. 2021). Some of the problems associated with creating a positive perception of behavior change include a lack of necessary infrastructure (i.e., the absence of recycling bins in the neighborhood) and financial and knowledge constraints.
According to Beulah and Chitrakala (2024), influencer credibility significantly influences consumer attitudes toward sustainability. The transparency and credibility of influencers are essential for driving engagement with sustainable products and reinforcing positive consumer attitudes (Sipos 2024). Additionally, influencer credibility significantly impacts green purchase intentions (Shahabuddin 2024). The effectiveness of influencer marketing in promoting sustainable lifestyles depends on the trustworthiness of the influencer, directly affecting consumer mindsets (Vemuri et al. 2024). Meanwhile, individuals with strong pro-environmental attitudes are more likely to engage in sustainable practices, such as recycling or reducing energy consumption (Bamberg and Möser 2007). Similarly, Kollmuss and Agyeman (2002) argued that positive attitudes toward sustainability are a key driver of eco-friendly behaviors, though they noted that external factors, such as cost and accessibility, can moderate this relationship.
Finally, Ajzen (1991) emphasized that PBC directly influences the likelihood of engaging in specific actions. Chen and Hsieh (2023) found that individuals who feel confident in their ability to perform sustainable actions, such as reducing waste or using public transportation, are more likely to do so. Li et al. (2023b) found that when individuals feel capable of performing sustainable actions, they are more likely to develop positive attitudes toward sustainability. Gifford and Nilsson (2014) also highlighted that PBC can enhance individuals’ willingness to engage in sustainable practices by reducing perceived barriers. Furthermore, Stegeman et al. (2020) argued that empowering individuals with the knowledge and resources to act sustainably can lead to more favorable attitudes, as they feel more in control of their impact on the environment.
This analysis highlights the importance of social media influencers in promoting sustainability but also reveals significant gaps in understanding how influencers can drive real behavioral change. This paper aims to address this gap by investigating the relationship between influencer trust, perceived behavioral control, sustainability attitudes, and actual follower behavior. Thus, the following hypotheses are proposed:
H1. 
Influencer credibility positively impacts attitudes toward sustainability.
H2. 
Influencer credibility has a direct effect on actual sustainable behavior.
H3. 
Attitudes toward sustainability positively influence actual sustainable behavior.
H4. 
Perceived behavioral control has a direct effect on actual sustainable behavior.
H5. 
Perceived behavioral control positively influences attitudes toward sustainability.

3. Methodology

To assess the impact of sustainability-promoting influencers on their followers’ behavior, a survey was conducted among the named followers. The survey consisted of two sections. The first section collected demographic information, including gender, age, and frequency of social media use, whereas the second one focused on the impact of social media influencers on sustainable behavior and included questions related to four constructs: influencer credibility, perceived behavioral control, attitudes toward sustainability, and actual sustainable behavior (Table 1). All questions in the second section were measured using a 5-point Likert scale, ranging from 1 (strongly disagree) to 5 (strongly agree).
The survey used non-probabilistic convenience sampling and was distributed through various social media platforms, including Instagram, Facebook, YouTube, and TikTok, to ensure a wide reach among users who actively engage with sustainability influencers. A total of 434 responses were collected; however, only 296 were included in the PLS-SEM analysis, as these responses were made by participants who reported following sustainability-related influencers. Considering the widely accepted 10 cases/observations per indicator rule for setting a lower bound of an acceptable sample size (rule of thumb), the minimum sample size for the model structure was 138 respondents. Thus, 296 respondents can be considered sufficient for the PLS-SEM analysis.

4. Results

4.1. Demographic Profile of the Respondents

The demographic data collected via the survey are presented in Table 2. As can be seen, half of the respondents in our sample are male (50%), slightly under half are female (49%), and 1% identify as another gender. A significant portion of participants (45%) are between 18 and 24 years old, followed by those aged 25–34 (40%). Only 1% are under 18, and 11% are between 35 and 44, while those who are older than 45 constitute 3% of the sample.
The majority of participants (86%) report using social media multiple times a day, with an additional 13% using it once a day, indicating a high overall level of engagement. Only a small fraction (1% each) use social media once a week or multiple times a week.

4.2. Measurement Model Evaluation

The reliability and validity of the model (Figure 4) were evaluated using several criteria. Internal consistency was assessed via Cronbach’s alpha and composite reliability, with all values exceeding the threshold of 0.7, indicating high reliability. All the indicators for each construct had factor loadings above 0.7, which indicates the high reliability of the model. The IC factor loadings were 0.868 and 0.909, which shows a strong relation between indicators and a latent variable. Likewise, the AS factor loadings equaled 0.765 and 0.922, which also confirms the reliability of the measurements.
To assess convergent validity, the average variance estimate (AVE) was calculated, which exceeded the threshold of 0.5 for all constructs. For example, the AVE for influencer credibility was 0.886, confirming that the single construct accounts for more than 88% of the variance of its indicators. In addition, the Fornell–Larcker test was used to assess discriminant validity, which showed that the square root of the AVE for each construct corresponds to the relationship between the indicated construct and other constructs. This confirms that each research construct has a unique aspect of the model.

4.3. Hypotheses Testing

The structural model was evaluated by examining the path coefficients and their significance (p-values). The results of the path analysis show that influencer credibility has a positive effect on attitudes toward sustainable development (path coefficient = 0.386, p < 0.001). This confirms hypothesis H1, which states that influencer credibility is necessary to create positive attitudes toward sustainable practices.
Furthermore, influencer credibility affects actual sustainable behavior (path coefficient = 0.243, p < 0.001), which confirms hypothesis H2. This not only means that influencers who are perceived as trustworthy can shape attitudes but also that they can motivate their followers to take real actions, for example, to switch to more eco-friendly products or reduce their waste.
Perceived behavioral control was also found to be a significant predictor of both attitudes toward (path coefficient = 0.289, p = 0.001) and actual sustainable behavior (path coefficient = 0.519, p < 0.001). This supports hypotheses H4 and H5 and indicates that when a person is confident in their ability to change as well as having the necessary resources available, they have a higher likelihood of changing their behavior.
However, the relationship between attitudes toward sustainability and actual sustainable behavior was not significant (path coefficient = 0.022, p = 0.768). This suggests that positive attitudes toward sustainability do not always translate into real behavioral changes if people do not have sufficient control over their actions or if they do not perceive influencers’ recommendations as credible enough.
To assess the explanatory power of the model, the R2 was calculated. For AS, the R2 value was 0.45, meaning that 45% of the variance in this construct is influenced by IC and PBC. For the ASB construct, the R2 value was 0.38, indicating moderate explanatory power of the model.
To assess the overall quality of the models, goodness of fit (GoF) values were calculated, which determine the explanatory power (R2) and convergent validity (AVE). The GoF value was 0.52, which exceeds the threshold of 0.36 for models with moderate resolution. This confirms that the model fits the data well.

5. Discussion

Our analysis demonstrates that the credibility of social media influencers has a significant impact on attitudes toward sustainability as well as actual sustainable behavior among their followers. This is consistent with a number of studies that name trust in influencers as a key factor in shaping consumer preferences and behavior. For instance, a study on eco-activist influencers on Twitter found that trustworthiness and expertise are salient features of credible influencers when communicating environmental messages (Mijar and Mazinina 2021). Similarly, a meta-analysis of social media influencer impact highlights the significance of credibility, trustworthiness, and perceived expertise in shaping attitudinal outcomes (Han and Balabanis 2023). These findings suggest that consumers are more likely to engage with sustainability initiatives when influencers are perceived as trustworthy and knowledgeable.
Furthermore, our study confirms that influencers who are viewed as sustainability experts can have positive attitudes toward sustainability and also inspire real action. A study on Instagram’s role in promoting sustainability highlights the importance of emotional connections and role models in shaping sustainable lifestyles (Bush and Löns 2024). Credible influencers often serve as role models, inspiring their followers to adopt sustainable practices by sharing relatable and emotionally resonant content. Vilkaite-Vaitone (2024) found that influencer importance and credibility are positively linked, suggesting that it is important for the influencer to be seen as important to be considered credible among their followers.
Research on social media engagement in Indonesia reveals that value co-creation promotes the active involvement of the community, leading to a stronger dedication to sustainable practices (Suryaputra et al. 2024). Credible influencers facilitate this process by engaging their audiences in meaningful conversations and encouraging participatory behaviors.
Additionally, our findings confirm that perceived behavioral control is a significant predictor of attitudes toward sustainability and actual sustainable behavior. This is consistent with the theory of planned behavior (Ajzen 1991), which suggests that self-efficacy and resource availability play a key role in implementation intentions. For example, Ayar and Gürbüz (2021) identified perceived behavioral control as one of the key factors influencing consumers’ willingness to adopt sustainable practices. It was also revealed that for followers to move from positive attitudes to actual actions, they must feel that they have the necessary resources to adopt sustainable practices. This is consistent with a study by Yoong et al. (2018), who found that self-efficacy and access to information are vital for facilitating environmentally responsible behavior.
Consistent with studies that indicate the existence of an attitude–behavior gap, our study revealed that a positive attitude toward sustainability does not have a significant direct effect on changes in actual sustainable behavior. Similar results were presented by Yoong et al. (2018), who found that despite positive attitudes toward sustainable practices, consumers often choose less sustainable products due to financial constraints and a lack of affordable alternatives. This phenomenon was also noted by White et al. (2019), who emphasized that to overcome the attitude–behavior gap, it is necessary to not only create positive attitudes but also to remove practical barriers, such as the high cost of sustainable products or the lack of waste recycling infrastructure. Nevertheless, Kirby and Zwickle (2021) found that positive attitudes toward sustainability can be an important predictor of actual behavior, particularly among young people. This discrepancy may be due to differences in the sample or study context. In our study, most participants were young people who, despite having positive attitudes, may have faced practical barriers, potentially financial constraints.
The findings of this study largely confirm prior research. Influencer credibility has been identified in previous studies as a key determinant of consumers’ attitudes and behaviors (Han and Balabanis 2023; Mabkhot et al. 2022; Coutinho et al. 2023), and this study supports this established finding by showing that credibility positively influences attitudes toward sustainability and actual behavior.
Perceived behavioral control, as predicted by the Theory of Planned Behavior (Ajzen 1991), was also confirmed to be a significant predictor of sustainable behavior, aligning with prior research that highlights the importance of self-efficacy and perceived resources in the adoption of sustainable practices (Nekmahmood et al. 2022; Kamalanon et al. 2022).
However, this study also offers new contributions to the literature. This research provides evidence that influencer credibility not only shapes attitudes but also has a direct effect on followers’ sustainable actions, a finding that extends the theoretical understanding of influencer marketing. Although the attitude–behavior gap is well documented in the literature, this study emphasizes how perceived behavioral control can act as a mediator between attitudes and behavior. It underscores that the gap between positive environmental attitudes and actual sustainable behavior can be closed by increasing followers’ sense of control and providing the resources necessary to take action.
Overall, it is clear that influencers on social media have great potential to speed up the adoption of sustainable products and practices (Sharma and Subherwal 2024). When some influencers incorporate sustainability-related themes into their content in order to promote sustainable living and increase awareness of the negative effects of unsustainable consumption (Kapoor et al. 2023; Knupfer et al. 2023), they have a chance to change their followers’ attitudes, purchasing intentions, and sustainable behaviors (Munaro et al. 2024).

6. Conclusions

This study aimed to examine the role of social media influencers in promoting sustainability and their impact on followers’ behavior. The analyzed factors included influencer credibility, perceived behavioral control, attitudes toward sustainability, and actual sustainable behavior. The results of the study confirmed that influencer credibility and perceived behavioral control play an important role in shaping both positive attitudes toward sustainability and actual actions in this area. Influencer credibility was found to be a key factor influencing both attitudes toward sustainability and actual sustainable behavior. Perceived behavioral control was also found to be a significant predictor of attitudes toward sustainability and actual sustainable behavior. Meanwhile, attitudes toward sustainability do not have a significant effect on actual sustainable behavior, indicating the existence of an “attitude–behavior gap”. This highlights the need to not only build positive attitudes but also address practical barriers, such as the high cost of sustainable products or the lack of infrastructure. These findings represent the practical implications of this research, as they can be used to influence people’s lifestyle changes to maintain more sustainable habits.
From a theoretical perspective, this study extends the Theory of Planned Behavior by integrating the role of influencer credibility as a critical determinant of behavioral change. Furthermore, this research contributes to the understanding of the “attitude–behavior gap” in the context of sustainability. From a practical standpoint, this study highlights the importance of influencer credibility for brands and organizations looking to promote sustainability. Influencers should be selected based on their authenticity and expertise, as these factors significantly impact followers’ attitudes and behaviors. Additionally, the research suggests that it is essential to empower followers with resources, tools, and information that enhance their perceived control over sustainable behaviors. These findings can be used by urban planners and government authorities when developing projects aimed at sustainability promotion.
One of the limitations of this research is that the majority of survey participants were young people (45% 18–24 years old; 40% 25–34 years old), which may have affected the results, as the younger generation may be more susceptible to influencers while having fewer resources (i.e., financial). Future studies could consider more diverse samples, including representatives of different age groups and cultural contexts. Additionally, this research is based on self-reported data, which is susceptible to social desirability bias and may not fully reflect actual behaviors.

Author Contributions

.Conceptualization, R.V.; methodology, R.V. and S.H.; software, R.V.; validation, S.H., formal analysis, S.A. and S.A.; investigation, R.V. and S.A.; resources, S.H. and N.G.-O.H.; data curation, N.G.-O.H.; writing—original draft preparation, R.V. and S.A.; writing—review and editing, R.V. and S.H.; visualization, R.V. and S.A.; supervision, S.H. and N.G.-O.H.; project administration, N.G.-O.H.; funding acquisition, S.H. and N.G.-O.H. All authors have read and agreed to the published version of the manuscript.

Funding

This research received no external funding.

Institutional Review Board Statement

Ethical review and approval were waived for this study as the study only involved anonymous survey and no approval is requested for this type of study.

Informed Consent Statement

Informed consent was obtained from all participants involved in the study.

Data Availability Statement

Data is available upon request.

Conflicts of Interest

The authors declare no conflicts of interest.

Abbreviations

The following abbreviations are used in this manuscript:
OECDThe Organisation for Economic Co-operation and Development
GoFGoodness of Fit
TPBThe Theory of Planned Behavior
AVEAverage variance estimate
ASAttitude Toward Sustainability
ASBActual Sustainable Behavior
ICInfluencer Credibility
PLS-SEMPartial Least Squares Structural Equation Modelling
PSBPerceived Behavioral Control
TPBThe Theory of Planned Behavior

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Figure 1. Number of documents with keywords “Social media influencers” AND ”sustainability” published in Scopus over time.
Figure 1. Number of documents with keywords “Social media influencers” AND ”sustainability” published in Scopus over time.
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Figure 2. The bibliometric coupling of the keywords from the selected articles.
Figure 2. The bibliometric coupling of the keywords from the selected articles.
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Figure 3. Thematic map of the keywords from the selected articles.
Figure 3. Thematic map of the keywords from the selected articles.
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Figure 4. Measurement model.
Figure 4. Measurement model.
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Table 1. Questions in the survey in accordance with the constructs.
Table 1. Questions in the survey in accordance with the constructs.
ConstructQuestions
Influencer’s credibility (IC)IC1. How much do you trust the influencer’s recommendations on sustainable products or practices?
IC2. Has the influencer changed your views or behaviors regarding sustainability?
IC3. How much do you rely on the influencer’s opinions when making decisions about sustainable products or practices?
Perceived Behavioral Control (PBC)PBC1. Do you believe that the actions suggested by the influencer are achievable for you?
PBC2. How easy or difficult do you find it to implement the sustainable practices advocated by the influencer?
PBC3. Do you feel you have the necessary resources (time, money, knowledge) to adopt the sustainable practices promoted by the influencer?
PBC4. Do you believe that your actions, inspired by the influencer, will lead to meaningful change in sustainability?
Attitude Toward Sustainability (AS)AS1. How important is sustainability to you personally?
How much do you agree with the statement: “Sustainability is essential for the future of our planet”?
AS2. How motivated are you to engage in sustainable practices after seeing the influencer’s content?
AS3. How much do you believe that adopting sustainable practices will improve your quality of life?
Actual Sustainable Behavior (ASB)ASB1. Since following the influencer, have you made any specific changes to reduce your environmental impact?
ASB2. How regularly do you purchase eco-friendly or sustainable products recommended by the influencer?
ASB3. Have you maintained any sustainable practices that you adopted due to the influencer’s content?
ASB4. Since you started following the influencer, how much have your daily habits changed in favor of sustainability?
Table 2. Demographic profile of survey participants.
Table 2. Demographic profile of survey participants.
VariablesNumber%
GenderMale21650%
Female21049%
Other61%
>1861%
18–2419245%
Age25–3417440%
35–444811%
>45123%
Once a day5413%
Social Media UseMultiple times a day37286%
Once a week31%
Multiple times a week31%
Following sustainability influencersFollow29669
Don’t follow13631
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Veckalne, R.; Akhmatjonov, S.; Humbatova, S.; Hajiyev, N.G.-O. From Scroll to Action: Can Social Media Influencers Drive Real Behavioral Change Among Their Followers? Soc. Sci. 2025, 14, 253. https://doi.org/10.3390/socsci14050253

AMA Style

Veckalne R, Akhmatjonov S, Humbatova S, Hajiyev NG-O. From Scroll to Action: Can Social Media Influencers Drive Real Behavioral Change Among Their Followers? Social Sciences. 2025; 14(5):253. https://doi.org/10.3390/socsci14050253

Chicago/Turabian Style

Veckalne, Regina, Samandarbek Akhmatjonov, Sugra Humbatova, and Natig Gadim-Oglu Hajiyev. 2025. "From Scroll to Action: Can Social Media Influencers Drive Real Behavioral Change Among Their Followers?" Social Sciences 14, no. 5: 253. https://doi.org/10.3390/socsci14050253

APA Style

Veckalne, R., Akhmatjonov, S., Humbatova, S., & Hajiyev, N. G.-O. (2025). From Scroll to Action: Can Social Media Influencers Drive Real Behavioral Change Among Their Followers? Social Sciences, 14(5), 253. https://doi.org/10.3390/socsci14050253

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