ABSTRACT Climate change is affecting different economic sectors and among them, the tourism industry, particularly outdoor tourism, is increasingly vulnerable. As sustainability communication moves onto social media, influencers are emerging as key actors in shaping climate‐conscious travel behaviours, although their effectiveness and credibility remain debated. This study explores how female genuinfluencers promote climate‐conscious outdoor tourism on Instagram and TikTok, adopting social cognitive theory to examine how modelling, reinforcement and self‐efficacy are activated in digital narratives. Semi‐structured interviews reveal three themes: influencers' journey where personal experiences build authenticity and trust; climate awareness through which influencers foster reflection and responsibility; and sponsored content characterised by tensions between authenticity, commercialisation and sustainability. The findings advance the debate on digital sustainability communication by highlighting both the opportunities and contradictions of influencer‐led climate action, while offering practical insights for marketers and destination managers seeking to promote more responsible forms of outdoor tourism.
Du et al. (Tue,) studied this question.