The Influence of Environmental Community Influencers on Green Consumption Behavior Among College Students
Keywords:
Environmental Influencers, Green Consumption Behavior, Sustainability, Social Media, College StudentsAbstract
This study investigates the influence of environmental community influencers on green consumption behavior among college students. With the increasing importance of sustainability and digital engagement, social media influencers have become powerful agents in shaping environmental awareness and consumer choices. Guided by the Theory of Planned Behavior, Social Influence Theory, Social Learning Theory, and the Source Credibility Model, this research examines how influencer attributes such as credibility, authenticity, and content engagement affect students’ environmental attitudes and behaviors. Using a quantitative method with survey data collected from college students across selected universities, the findings reveal that environmental influencers significantly shape students’ green attitudes and sustainable purchasing behavior. Credibility and authenticity are found to be stronger predictors of influence than popularity, emphasizing the importance of trust-based communication. Furthermore, environmental awareness leads to behavioral change only when reinforced by social identity and perceived behavioral control. The study contributes to understanding how digital environmental advocacy promotes sustainability among youth and offers implications for policymakers, educators, and social media practitioners aiming to enhance pro-environmental engagement in the digital era.
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