This study aims to analyze the influence of influencer credibility on social media engagement, intention to adopt sustainable behavior, and sustainable consumption. Using a quantitative approach, data were collected through an online survey targeting Indonesian social media users aged 17 and above who follow at least one influencer. A voluntary sampling method yielded 1,228 responses, which were analyzed using Structural Equation Modeling (SEM) to examine relationships among the key variables. The findings indicate that influencer credibility significantly impacts social media engagement, which, in turn, enhances users' intention to adopt sustainable behaviors and engage in sustainable consumption. However, this study is limited by its non-probability sampling method and cross-sectional design, which may affect the generalizability of the results. Future research should investigate various types of influencers and conduct longitudinal studies to evaluate long-term behavioral changes. This research contributes to the fields of influencer marketing and sustainability by integrating influencer credibility with sustainable consumer behavior. The findings offer valuable insights for marketers, policymakers, and content creators in promoting sustainability through digital platforms.
Simanjuntak et al. (Thu,) studied this question.