Influencer Marketing: Way to a Sustainable Marketing Approach

Abstract

The millennial focus has shifted from mere consumption to sustainable consumption. Responsible and ethical buying is the primary focus. Millennial consumers are highly concerned about issues like environmental degradation and climatic changes and are ready to contribute to good causes. They are becoming more risk-averse and prefer to support businesses that emphasize pro-social messaging, environmentally friendly production, and moral business practices. The target consumer's perception of influencer marketing buzzwords like authenticity, credibility, and consumer involvement can be perceived as evolving. Influencers also power their voices to promote changes for good environmental causes. The study enlightens the development of the urge for ethical/sustainable buying to adopt moral influencer content as a basis to follow them and facilitate the consumer buying process. The people associated with the domain as influencers or aspiring to be one should focus on ethical influencing. The growing ethical consumerism is playing a vital role in behavioral adoption of ethical influencers. © 2024, IGI Global. All rights reserved.