Impact on The Power of Eco-Conscious Influencers inShaping ‎Sustainable Brand Perception

  • Authors

    • U. Karthigai Selvi Research Scholar & Assistant Professor (Part Time – Int), Department of Commerce, Faculty of Science and Humanities, SRM Institute ‎of Science and Technology, Chennai Ramapuram., India
    • Dr. J. Sabitha Associate Professor & Research Supervisor, Department of Commerce, Faculty of Science and Humanities, SRM Institute of Science ‎and Technology, Chennai Ramapuram, India
    https://doi.org/10.14419/bq6b9s69

    Received date: December 23, 2025

    Accepted date: January 13, 2026

    Published date: February 24, 2026

  • Eco-Conscious Influencers; Sustainable Brand Perception; Influencer Marketing; Consumer Behaviour

  • Abstract

    This study acknowledges the growing significance of sustainability in consumer decision-making by examining the impact of environmen-‎tally conscious social media influencers on consumer views of sustainable e-commerce firms. Influencers that advocate eco-friendly life-‎styles have become increasingly potent voices influencing public opinion and consumer behavior as environmental awareness grows around ‎the world. These influencers, who are frequently seen as likable and trustworthy individuals, can greatly increase the appeal and genuine-‎ness of brands with a sustainability focus. The study used a quantitative research design, gathering and analyzing data using SPSS to evalu-‎ate factors like demographics, message appeal (both informational and emotional), and influencer trustworthiness. Psychographic elements ‎like social consciousness and environmental concern are also examined in the investigation. The findings show that influencing brand im-‎pression and purchase intent requires influencer credibility and value alignment. Furthermore, the influence of influencer messaging is mod-‎erated by demographic disparities, including those related to age, gender, and income. Additionally, the study shows that customers react ‎better to influencers who are seen as genuine supporters as opposed to merely brand ambassadors. All things considered, the results high-‎light the strategic role that environmentally conscious influencers play in fostering sustainable consumption and brand trust. These observa-‎tions offer useful advice to companies looking to improve their standing and relationship with eco-aware customers‎.

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  • How to Cite

    Selvi , U. K. ., & Sabitha , D. J. . (2026). Impact on The Power of Eco-Conscious Influencers inShaping ‎Sustainable Brand Perception. International Journal of Accounting and Economics Studies, 13(2), 363-368. https://doi.org/10.14419/bq6b9s69