How influencer marketing affect sustainable consumer behaviour? Systematic review, integrative framework and future research agenda

Abstract

Purpose Influencer marketing strategy has the potential to stimulate sustainable consumer behaviour. However, the literature on how influencer marketing impacts sustainable consumer behaviour is divergent and disintegrated. Subsequently, it provides fewer insights for practitioners about strategically using influencer marketing to promote sustainable consumption. To address the problem, this study synthesises and integrates the literature on the nexus of influencer marketing and sustainable consumer behaviour. Design/methodology/approach A systematic literature review methodology was used. The study employed a scientific procedure and rationales for systematic literature review protocols (SPAR-4-SLR) to review 42 journal articles published from 2015 to 2025. The results were organised by using the antecedents, decision and outcomes (ADO) model. Findings Based on the review, an integrated framework suggests that influencer characteristics, content and brand-related factors are important in shaping sustainable consumer behaviour. Developed trust in influencers, attitude towards the product, perceived brand ethicality, message authenticity, green advert credibility, parasocial relationship and brand image are important mediators. Besides, social ties, brand image and influencer type play a moderating role. Originality/value This study advances the field of influencer marketing by synthesising the fragmented literature on influencer marketing and sustainable consumer behaviour. Thus, it offers integrated insights to practitioners on utilising influencers to foster sustainable consumption. Additionally, it offers suggestions for further research, particularly on avenues such as antecedents, mediators, moderators and sustainable behavioural outcomes.