This study aims to examine the influence of sustainable digital influencers (DIs) on followers’ environmental concerns, awareness and pro-environmental behaviour. It explores the specific influencing skills that contribute to raising sustainability awareness and fostering pro-environmental practices among social media users.
A survey was conducted among 403 Portuguese social media users who follow at least one sustainable DI. A scale was developed and validated to measure sustainable influencers’ skills, identifying four distinct dimensions: cognitive, behavioural, interaction and leadership skills. The study applied multiple linear regression analysis to assess the relationships between influencing skills and followers’ environmental attitudes and behaviours.
Four different skills were identified: cognitive, behavioural, interaction and leadership skills. The results indicate that cognitive skills positively impact followers’ environmental concerns and awareness, whereas leadership skills positively influence environmental concerns. However, none of the four influencing skills demonstrated a significant impact on followers’ pro-environmental behaviour. In addition, environmental concern and environmental awareness were found to be positively related to pro-environmental behaviour.
To the best of the authors’ knowledge, this study is among the first to empirically analyse the specific influencing skills of sustainable DIs and their role in shaping environmental attitudes. By developing a validated scale for measuring DI skills, this research contributes to the literature on influencer marketing and sustainable consumption.
