Assessing the Role of Social Media Influencer Marketing in Shaping Gen Z’s Intentions to Purchase Sustainable Products

Abstract

Social media marketing has become a powerful tool in the digital era, enabling brands to connect with consumers in a more interactive, personalized, and engaging manner. With the increasing use of platforms such as Instagram, YouTube, and TikTok, businesses are leveraging innovative strategies like influencer marketing to effectively reach and influence their target audience. This study examines the role of social media influencer marketing in shaping Generation Z’s purchase intentions toward sustainable products. With the rapid growth of digital platforms, influencers have emerged as key opinion leaders who significantly impact consumer behavior through credibility, content quality, engagement, and sustainability messaging. The research adopts a descriptive and quantitative approach, collecting primary data from 200 Gen Z respondents using structured questionnaires. Secondary data from journals and reports further supports the analysis. The findings reveal that influencer credibility is the most influential factor affecting purchase intention, followed by sustainability messaging, content quality, and engagement. Correlation and regression analyses indicate a strong positive relationship between these variables and purchase intention, with the model explaining 64% of the variation. The results highlight that Gen Z consumers highly value authenticity, transparency, and environmentally responsible practices. The study concludes that influencer marketing is an effective strategy for promoting sustainable consumption among Gen Z. The research provides valuable insights for marketers to design ethical and impactful campaigns, while also contributing to academic literature on digital marketing and sustainable consumer behavior.