Front. Hum. Dyn. Frontiers in Human Dynamics Front. Hum. Dyn. 2673-2726 Frontiers Media S.A. 10.3389/fhumd.2026.1769412 Original Research Digital influencers as drivers of purchase intentions and promoters of conscious consumption Oliveira Adriana 1 Validation Data curation Investigation Supervision Methodology Conceptualization Writing – review & editing Software Visualization Resources Writing – original draft Formal analysis Funding acquisition Project administration Costa Oliveira Helena 1 * Writing – original draft Writing – review & editing Martins João Paulo 2 Investigation Supervision Resources Visualization Software Conceptualization Funding acquisition Writing – review & editing Project administration Formal analysis Writing – original draft Validation Methodology Data curation Areal Mariana 1 Investigation Software Funding acquisition Visualization Conceptualization Writing – original draft Resources Writing – review & editing Project administration Formal analysis Data curation Methodology Validation Supervision CEOS.PP, ISCAP, Polytechnic of Porto, Porto, Portugal Instituto Politecnico do Porto Instituto Superior de Engenharia do Porto, Porto, Portugal Correspondence: Helena Costa Oliveira, helena@iscap.ipp.pt 26 02 2026 2026 8 1769412 16 12 2025 09 02 2026 13 02 2026 Copyright © 2026 Oliveira, Costa Oliveira, Martins and Areal. 2026 Oliveira, Costa Oliveira, Martins and Areal https://creativecommons.org/licenses/by/4.0/ This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) and the copyright owner(s) are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms. Introduction

The advent of digital technology has brought a new dynamic to the world of marketing, allowing for greater interaction between consumers and brands and increasing the dissemination of content through social media. In this context, digital influencers have become important mediators between companies and audiences, building trust and influencing their purchasing decisions. However, there is a growing trend towards promoting more conscious and sustainable consumption practices. This study aimed to analyse the role of digital influencers in the purchase intention and adoption of more conscious consumption practices by followers.

 Methods

The quantitative and descriptive research was conducted based on an online questionnaire and data were processed using R software.

 Results

The results indicate that, although digital influencers continue to be associated with the promotion of consumerism, there is a growing appreciation for the dissemination of content on sustainability.

 Discussion

This study reinforces the dual role of digital influencers as drivers of purchase intention and promoters of conscious consumption, an increasingly relevant distinction in a digital environment where commercial influence coexists with growing demands for ethical and sustainable behaviour. It also contributes to an integrated conceptual model that advances the understanding of how credibility, content characteristics, and sustainability messaging shape consumer behaviour.

 digital influencers influence marketing Portugal purchase intention social networks The author(s) declared that financial support was received for this work and/or its publication. This work was financed by Portuguese National funds through FCT—Fundação para a Ciência e Tecnologia, under the project UID/05422/2025: Centre for Organizational and Social Studies of Polytechnic of Porto. section-at-acceptance Social Networks Introduction

Social media has transformed the way consumers relate to brands and products, becoming central spaces for communication, interaction, and sharing experiences. In this context, digital influencers play a decisive role, as their perceived credibility and authenticity influence the attitudes and purchasing decisions of their followers (Freberg et al., 2011; Glucksman, 2017). Recent studies explore how digital characteristics of influencers affect persuasion mechanisms, adding to this perspective by examining how different characteristics of influencers may affect consumer responses. For example, Pan et al. (2024) show that the anthropomorphic realism of virtual influencers - namely, the extent to which they display human-like traits—significantly shapes purchase intentions. Their results indicate that more realistic virtual influencers tend to generate higher levels of trust, enhancing persuasion and intention to buy. This reinforces the importance of perceived authenticity and credibility in influencer marketing, even in contexts where the influencer is not a “real” person, but a digitally created persona. Influencer marketing thus emerges as an effective strategy for brands to reach specific audiences and reinforce trust in their messages (Berger, 2013; Audrezet et al., 2020). In recent years, however, the role of influencers has expanded beyond product promotion to include the promotion of conscious and sustainable consumption practices (Wiederhold, 2020). This phenomenon reflects consumers’ growing concern about the environmental and social impacts of their choices (Fabi et al., 2010).

In line with established consumer behaviour theory, purchase intention is understood as an individual’s self-reported likelihood or willingness to buy a product, which, although a strong predictor, does not necessarily translate into actual purchase behaviour (Wu and Ke, 2014). Accordingly, this study focuses on intention-based outcomes rather than observed purchasing behaviour.

Despite the extensive literature on influencer marketing and purchase intention, the digital ecosystem has undergone rapid and profound transformations in recent years. The growing institutionalisation of influencer marketing, the increasing commercial saturation of social media platforms, and the parallel rise of sustainability-oriented discourses have created a complex and, in some cases, contradictory influence environment. While influencers remain key drivers of consumption, they are simultaneously expected to promote ethical, responsible, and sustainable behaviours. This tension raises urgent questions about the contemporary role of digital influencers and the actual effects of their credibility and content on both consumption and conscious consumption practices.

However, several gaps remain in the existing literature. Most studies on influencer marketing focus predominantly on purchase intention and short-term commercial outcomes, while neglecting the potential role of influencers in shaping conscious and sustainable consumption behaviours. Prior research often examines influencer characteristics in isolation, without integrating credibility, content-related factors, and sustainability messaging within a single conceptual framework. Empirical evidence remains limited regarding how these dynamics operate across different demographic groups, particularly in younger audiences who are most exposed to influencer content. Despite growing public discourse on ethical consumption and underconsumption trends, there is a lack of quantitative evidence examining whether and how influencers effectively contribute to these practices.

In this context, the present study aims to address the following research question: What is the role of digital influencers in simultaneously shaping consumers’ purchase intentions and the adoption of more conscious consumption practices, considering influencer credibility, content characteristics, and sustainability messaging? The overall objective is to analyse how the influence of digital influencers simultaneously affects purchase intentions and the adoption of more responsible consumption behaviours.

To address this research question, the study employed a quantitative and descriptive methodological approach, using an online questionnaire to gather data from social media users. The instrument measured key constructs related to influencer credibility, content characteristics, purchase intention, and conscious consumption practices. Data were analysed using statistical procedures for reliability, correlation, and group comparison, allowing for a comprehensive examination of the relationships proposed in the conceptual model. This model contributes to future studies, as it brings together credibility, content characteristics, sustainability messaging, and demographic moderators in a single integrated framework, offering a foundation that subsequent research may validate, refine, or adapt to new digital environments.

The results show that influencer credibility and product evaluation strongly shape purchase intentions, whereas follower count has a limited impact, and that influencers who communicate sustainability-related messages contribute meaningfully to the adoption of more conscious consumption practices among followers.

This study contributes to the literature by exploring the dual role of digital influencers as promoters of consumption and agents capable of encouraging more responsible behaviours, thereby expanding current understanding of influencer marketing beyond traditional commercial outcomes. In addition, the research provides empirical insights into how credibility, content formats, and sustainability messages shape consumer attitudes in a context marked by increasing environmental awareness.

This study responds to recent calls for more integrative and empirically grounded research on the evolving social and ethical role of digital influencers.

The paper is structured as follows: Section 1 presents the introduction, Section 2 presents the literature review and formulates the research hypotheses; Section 3 describes the methodological procedures and data collection; Section 4 reports the empirical results; Section 5 discusses the findings and Section 6 concludes, highlighting implications, limitations, and directions for future research.

 Literature review Digital influencers and consumption in the digital environment

Over the years, technology has evolved, and with the advent of digital, and in particular social media, companies have encountered new channels to promote their products or services. Thus, the concept of influence has evolved substantially due to the rise of social media, changing the way consumers perceive fundamental marketing factors, such as influence, trust, and authenticity. The evolution of social media has brought a new dynamic to the context of digital communication, becoming a source of entertainment, information, interaction, and promotion (Jothi et al., 2011; Erlandsson et al., 2016; Wiederhold, 2020). Organisations have thus become aware that by investing in these media as a way to expand their businesses, they would be able to communicate more directly and concretely with their audience (Kotler and Keller, 2012), and to this end, they understood that partnering with digital influencers was an excellent way to promote their products or services. Thus, a digital influencer can be defined as a person capable of creating an engaging environment with their audience, motivating them to take action to purchase and consume a particular product or service that they are advertising (Lampeitl and Åberg, 2017; Glucksman, 2017). In addition, they have an important presence on social media, where they can reach their target audience and, consequently, exert significant influence over them. However, to captivate and influence, they must create excellent content for their social media accounts (Gouveia, 2022). However, according to Abidin (2015), the role of digital influencers is not limited to promotion alone, noting that they act as cultural mediators, adjusting trends, languages and behaviours within digital platforms. She also introduces the concept of ‘micro-celebrities’, who are influencers who, even if they do not have a large number of followers, manage to establish a deeper and more genuine connection.

Following the research, it is pertinent to state that there are different categories of influencers, taking into account the number of followers (Conde and Casais, 2023). Mega influencers are defined as individuals who are experts and recognised in a particular field, have a high profile and a wide reach, generally exceeding one million followers, similar to so-called ‘traditional’ celebrities (Campbell and Farrell, 2020; Gouveia, 2022). These influencers are an excellent choice for brands, as they already have a strong name in the market, allowing for enormous reach and considerable impact on marketing strategies. Macro influencers have between 100,000 and one million followers. This category is well recognised for its strong presence on social media (Borges-Tiago et al., 2023) and also has a notable reach, but their interaction with their followers can be a little less personal, as their audience tends to be more generalist (Campbell and Farrell, 2020), while still enjoying a high degree of credibility. Furthermore, Gouveia (2022) mentions that, although their influence is quite strong in terms of promotion, their direct impact on purchasing decisions may be slightly lower than that of micro-influencers, due to their greater reach and lesser proximity to their followers. In contrast, micro-influencers have between one thousand and one hundred thousand followers. Although they have a smaller audience, they stand out for the closeness they create with their followers and their strong influence in specific niches (Campbell and Farrell, 2020; Sinkwitz, 2020). In addition, they are seen as very authentic and accessible, and this level of closeness allows them to build more personal relationships with their audience. Finally, the Nano influencer category has up to ten thousand followers and is distinguished by its strong connection to specific niches or local communities. In addition, they stand out for their authenticity and closeness to their followers, leading to high levels of engagement and interaction with those who follow them (Nascimento et al., 2021). This helps us understand the importance of choosing an influencer to partner with a brand, as this choice not only influences the perception of its audience but also has a direct impact on marketing campaigns (Freberg et al., 2011).

The literature also suggests that there are generational differences in the degree of influence that digital creators exert. According to E-Commerce Brasil (2022), younger consumers demonstrate a greater inclination to base their purchasing decisions on influencer recommendations, as they spend more time on digital platforms and value relationships characterised by authenticity and immediacy.

Faced with this reality, organisations realised that partnering with digital influencers was very beneficial, as consumers increasingly sought more realistic and truthful information, recommendations and experiences before deciding and proceeding with a purchase (Berger, 2013). In this sense, we can understand that the role of a digital influencer involves collaborating with the partner company to capture the interest of its audience, ensuring its dissemination, whether through paid or unpaid partnerships, innovatively and neutrally (Jung, 2017).

These statements have proven to be a very effective strategy for promoting brand awareness and thus attracting new audiences, reinforcing credibility in the market, strengthening consumer confidence and, consequently, stimulating sales (Gouveia, 2022). Beyond credibility and authenticity, interactive mechanisms may further reinforce this relationship. Kilumile and Zuo (2024) highlights the importance of co-creation behavours in explaining why influencers affect purchasing decisions, showing that consumers who actively engage with influencer content and participate in brand co-creation processes develop stronger purchase intentions, as the sense of participation reinforces identification and trust. This suggests that influencers do not merely broadcast promotional messages; rather, they facilitate interactive relationships that empower consumers and intensify their involvement with brands, which ultimately enhances persuasion and the likelihood of purchase.

In this way, they associate credibility with the influencer’s knowledge and expertise in a particular niche, creating a significant increase in their followers’ purchasing decisions due to their recommendations (Freberg et al., 2011). Trust, on the other hand, comes from authenticity and transparency with their audience, and the greater their capacity for persuasion (Audrezet et al., 2020). Therefore, it can be said that credibility and trust are fundamental elements in influencer marketing. However, author Garcia (2023) emphasises that trust, together with the emotional connection established by digital influencers, is essential for the success of digital campaigns and the effectiveness of their persuasion. However, these relationships are not uniform, as they are also influenced by sociodemographic factors such as gender. Studies show that female audiences are the ones who follow influencers the most (Opinion Box, 2023; E-Commerce Brasil, 2022).

Recent studies reinforce the central role of digital influencers in motivating consumption. Social media influencers significantly enhance purchase intention through credibility and engagement, outperforming traditional brand content (Barari et al., 2025) and influencer credibility on platforms such as TikTok strongly affects purchase intentions and customer loyalty (Alcántara-Pilar et al., 2024). Likewise, recent empirical work highlights that influencers’ attractiveness, trustworthiness and parasocial interactions significantly influence the purchasing decisions of young consumers (Beylergil and Demir, 2025). Lampeitl and Åberg (2017) show that influencers, through the creation of visually appealing content, are able to capture consumers’ attention and directly influence their purchase intentions. Similarly, Glucksman (2017) highlights that the impact of influencers is deeply connected to the lifestyle they project on social media, functioning as aspirational models that shape preferences, perceptions, and decision-making processes.

The perceived credibility of influencers depends not only on their expertise but also on their ability to generate emotional engagement with their audience. According to Berger (2013), content produced by individuals perceived as authentic is more persuasive and more likely to be shared, which strengthens their authority in the digital environment. Gouveia (2022) adds that contemporary digital marketing relies on building trust-based relationships, where authenticity and communication consistency become essential to the influence exerted. In addition, Garcia (2023) argues that younger audiences tend to form stronger emotional bonds with influencers, which explains their greater receptiveness toward influencer recommendations.

This line of reasoning suggests that, in the digital environment, purchase intent can be strongly influenced by how influencer marketing is carried out, focusing on the role of the influencer. In this sense, purchase intention is understood as the consumer’s genuine interest in acquiring something (Wu and Ke, 2014). Therefore, the information provided by digital influencers plays an essential role in decision-making, directly influencing consumer choice (Khwaja et al., 2020). Especially when brands are not yet known in the market, they see influencers as a way to promote their products to their audience, as followers tend to trust the opinions of influencers, creating greater security for consumers to purchase (Wang et al., 2012). According to VanMeter et al. (2015), the publication of content by digital influencers can play an important role in recognising the need for and searching for information, which are factors that lead to purchase intent. By regularly conducting evaluations and publishing them, you create a scenario that facilitates purchasing decisions, while also generating engagement, proximity, and credibility. Consequently, this relationship gives followers greater confidence when deciding to purchase a particular product that has sparked their interest or desire (Lopes, 2016; Freberg et al., 2011). From this perspective, it is also important to note that the format in which content is shared on social media influences consumer perception and, naturally, leads to purchase intent. Therefore, publishing videos creates an emotional connection with followers who are watching, providing consumers with a complete sensory experience, as they combine sound, image and movement (Lamb et al., 2018). Another important aspect in decision-making is eWOM (electronic Word-of-Mouth), a tool widely used by consumers who seek support in the opinions of others to make their choices when they want to buy (Silva et al., 2019).

Regarding platforms, visual formats play an increasingly dominant role. Lamb et al. (2018) argue that social networks centred on images and videos, such as Instagram and TikTok, facilitate the rapid dissemination of trends and intensify the impact of influencer marketing practices. These platforms encourage emotional engagement and immediacy, increasing the persuasive potential of the content shared by influencers.

 Social pressure, unattainable lifestyles, and under-consumption

Social media plays a key role in disseminating consumption patterns and constructing lifestyles that are often unattainable. Consumption is often linked to unrealistic standards of living (Marwick, 2013), and this type of consumption is often promoted by digital influencers, who use their posts to showcase a luxurious and unattainable lifestyle, creating a false perception of accessibility for their followers (Abidin, 2015). Therefore, this constant exposure to content that promotes inaccessible standards of success and consumption can create feelings of maladjustment and dissatisfaction (Wiederhold, 2020). This trend not only encourages consumption as a status symbol but also affects users’ perception of themselves.

However, in recent times, digital influencers have begun to talk more frequently about conscious and balanced consumption practices in order to reduce uncontrolled consumerism, thus showing that they are adopting a more authentic and realistic approach (Pereira and Silveira, 2021). However, although the pressure to consume continues, these practices can help to ease the pressure created and encourage people to rethink their consumption practices, giving consumers more autonomy in the face of social and market pressure (Cortez and Ortigoza, 2009). With the need to reflect on consumption practices that promote sustainability, the concept of underconsumption, also known as ‘Underconsumption Core’, has emerged. This is a trend that values a lifestyle centred on simplicity and utility, rejecting temporary fads and encouraging more conscious and economical consumption decisions (Marketeer, 2025). This demonstrates a change in consumer behaviour and mentality, with consumers increasingly seeking economic and ecological alternatives instead of buying impulsively and recklessly (Forbes Brasil, 2024). Therefore, underconsumption is considered a form of conscious consumption and can be understood as the thoughtful choice of goods and services, guided not only by personal satisfaction but also by concern for the social and environmental impacts resulting from that decision (Fabi et al., 2010). In addition, associated with the concept of underconsumption are minimalism, slow living and slow fashion, and how this manifests itself in practices that seek a more balanced relationship with consumerism.

Sustainability must be taken seriously and we must rethink more sustainable consumption, as it is not only about reducing environmental impact but also about discovering new ways to make these practices more conscious and sustainable in a pleasurable and appealing way (Wilk, 2022).

 Conceptual framework and variable roles

Based on the research question (What is the role of digital influencers in simultaneously shaping consumers’ purchase intentions and the adoption of more conscious consumption practices, considering influencer credibility, content characteristics, and sustainability messaging?), this study adopts a structured conceptual framework in which digital influencer-related characteristics act as independent variables influencing purchase intention and more conscious consumption practices. Influencer credibility, number of followers, product evaluation, and regularity of publication are treated as independent variables. Purchase intention and conscious consumption practices constitute the main dependent variables. Recognition of need and search for information is conceptualised as a mediating variable linking content-related factors to purchase intention. Gender and age group are examined as moderating variables that may shape the strength of these relationships.

Based on the literature review, ten hypotheses for this research were created.

The credibility of digital influencers is interconnected and associated with their level of knowledge and specialization in whatever area, leading their followers to have confidence and thus determining their persuasive ability (e.g., Freberg et al., 2011). Lou and Yuan (2019) also point out that consumers believe and trust influencers who are trustworthy more than traditional advertising. Casaló et al. (2020) also reinforce that proximity and authenticity in the relationship between digital influencer and follower directly influence purchase intention. Ki et al. (2020) similarly demonstrate that perceived source credibility of Instagram influencers positively impacts consumers’ purchase intentions. Recent research confirms that perceived influencer credibility significantly enhances consumers’ purchase intention by strengthening trust and brand-related attitudes (Liu and Zheng, 2024). In this sense, the following hypothesis is formulated:

H1: The credibility of influencers positively affects followers’ attitudes towards purchase intention.

The number of followers a digital influencer has may not concretely reflect their ability to generate engagement or trust. According to authors Campbell and Farrell (2020), although macro and mega influencers reach a wide audience, they tend to have a less close relationship with their followers, which can negatively affect the perception of their credibility. Djafarova and Bowes (2021) show that social media users often consider micro-influencers more genuine and relatable, and thus more credible, than macro-influencers with very large followings. Schouten et al. (2020) report that perceived similarity and authenticity—more typical of smaller influencers—are central to credibility and persuasive impact. Ki et al. (2020) also note that authenticity and trust, not just popularity metrics, drive credibility and effectiveness, implying that large follower counts can backfire when they signal commercialism rather than authenticity. Emerging evidence suggests that larger follower counts do not necessarily translate into higher perceived credibility and may even reduce authenticity perceptions under certain conditions (Ali et al., 2025). In this sense, the following hypothesis is presented:

H2: The number of followers that digital influencers have negatively affects their credibility.

The literature suggests that the number of followers can influence how consumers perceive the authenticity and relevance of influencer content. Campbell and Farrell (2020) argue that macro and mega influencers, despite having high visibility, tend to maintain weaker personal connections with their audiences, which can reduce the persuasive impact of their recommendations. Similarly, Gouveia (2022) notes that influencers with very large audiences are often perceived as less authentic and more commercially driven, weakening trust and diminishing their influence over purchase decisions. Djafarova and Bowes (2021) find that micro-influencers, despite smaller audiences, generate stronger intention to purchase due to higher perceived trust and relatability. Jin et al. (2019) show that followers’ parasocial interaction and perceived authenticity are more predictive of purchase intention than sheer popularity; extremely high follower counts can weaken these relational perceptions. Meta-analytic findings indicate that follower size exerts complex and sometimes negative effects on purchase intention, particularly when high popularity signals commercialism rather than authenticity (Barari et al., 2025). Based on these findings, we propose that a higher follower count may negatively affect consumers’ purchase decision-making.

H3: The number of followers that digital influencers have negatively affects their purchase intention.

According to Khwaja et al. (2020), consumers value evaluation made by digital influencers, considering them reliable and relevant sources to minimize the uncertainty of whether or not to buy a particular product or brand. These reviews, when made in a detailed and personalized way, help in the purchase decision-making process. Reinikainen et al. (2020) demonstrate that when followers perceive influencer product endorsements as informative and honest, they show greater purchase intention. Casaló et al. (2020) similarly show that followers’ perception that the influencer provides useful product-related information is a direct antecedent of intention to follow purchase recommendations. Empirical evidence shows that informative and well-structured online product evaluations significantly increase consumers’ purchase intention across digital contexts (Qiu and Zhang, 2024). Thus, hypothesis four was formulated:

H4: Product evaluation made by digital influencers positively affects their purchase intention.

Product evaluation provided by digital influencers plays a relevant role in electronic word-of-mouth processes. Khwaja et al. (2020) highlight that influencer reviews help reduce uncertainty and clarify product expectations, which may stimulate consumers’ need recognition. Furthermore, VanMeter et al. (2015) state that regular and detailed evaluations support the search for information by making the decision-making process easier and more informed. Casaló et al. (2020) also note that the more followers view influencers as reliable information sources on products, the more they rely on them during early decision-making stages, consistent with a mediated pathway from product evaluation → recognition of need/search → purchase intention. Research grounded in the digital consumer journey suggests that exposure to influencer product reviews stimulates problem recognition and information search behaviors, which subsequently enhance purchase intention (Qiu and Zhang, 2024). Therefore, influencer-generated product reviews are expected to positively influence need recognition and information-seeking behaviours.

H5: Product evaluation made by digital influencers positively affects the recognition of need and search for information, which in turn contributes to purchase intention.

The literature review also showed that the regularity of publications is another factor that can contribute to building trust. According to VanMeter et al. (2015), consistency in content publications facilitates familiarity and recognition of needs by people. Lopes (2016) reinforces this idea, mentioning that greater interaction between the digital influencer and their followers will lead to the creation of bonds and, consequently, increased trust. Ki et al. (2020) highlight that ongoing exposure to influencers’ content fosters habitual information use, particularly at the search and evaluation stages, thereby strengthening the path to purchase intention. Continuous exposure to influencer content increases salience and engagement, facilitating early-stage decision processes that may ultimately strengthen purchase intention (Ali et al., 2025). Therefore, the following hypothesis is considered:

H6: The regularity of publications positively affects the recognition of need and search for information, acting as a mediating mechanism in the influence on purchase intention.

Increasingly, influencers are also encouraging more conscious consumption practices (e.g., Soper, 2020). The author reports that consumers are increasingly aware of the environmental and social implications of consumption. Jackson (2018) reinforces that promoting a lifestyle with less environmental impact can have positive consequences at various levels, personal and collective. Casaló et al. (2020) and Audrezet et al. (2020) show that when influencers are perceived as authentic and morally credible (i.e., guided by genuine values rather than purely commercial motives), followers are more willing to emulate their consumption norms and behaviours. In sustainability contexts, credible influencers can act as opinion leaders who legitimize and normalize more responsible choices, such as reduced overconsumption, mindful purchasing, or support for ethical brands (De Veirman and Hudders, 2020). Recent sustainability-oriented research demonstrates that morally credible influencers are more effective in fostering pro-environmental attitudes and conscious consumption behaviors (Zhao et al., 2024). In this sense, the following hypothesis was established:

H7: The high credibility of digital influencers contributes to greater adherence to more conscious consumption practices.

Several authors recognise the role of influencers as agents capable of promoting behavioural change toward more sustainable consumption. Soper (2020) argues that online cultural agents increasingly encourage alternatives to traditional consumerism, raising awareness of environmental and social implications. Jackson (2018) further highlights that promoting low-impact lifestyles can lead to broader behavioural shifts, including more conscious purchasing patterns. Evidence from sustainable marketing studies indicates that influencers who actively promote eco-friendly practices significantly increase followers’ intentions to adopt responsible consumption behaviours (Wu et al., 2023). Therefore, when influencers actively communicate sustainable practices, they may strengthen followers’ willingness to adopt more responsible consumption behaviours.

H8: The promotion of sustainable practices by digital influencers positively affects the adoption of more conscious consumption.

In addition to direct and mediated effects, prior research suggests that demographic characteristics may moderate the influence of digital influencers on consumer responses. Gender and age group, in particular, have been associated with differences in susceptibility to influencer communication and purchasing intentions. Accordingly, this study examines these variables as moderators of the relationship between influencer activity and purchase intention.

Furthermore, it is possible to understand from the literature review that gender and age group play important roles in consumer behaviour influenced by digital influencers (E-Commerce Brasil, 2022; Opinion Box, 2023). Research finds that women often exhibit stronger parasocial relationships with influencers and higher responsiveness to social media endorsements, particularly in appearance- and lifestyle-related categories, whereas men may be more influenced in technology or gaming domains (Reinikainen et al., 2020; Djafarova and Bowes, 2021). Based on this evidence, the following hypothesis was established:

H9: The follower’s gender affects the influence of digital influencers on the purchase decision.

Age has been identified as a key factor in determining how individuals respond to influencer content. Opinion Box (2023) reports that younger audiences tend to follow and engage more frequently with digital influencers, making them more susceptible to adopting the behaviours promoted online. Likewise, E-Commerce Brasil (2022) highlights those younger consumers rely more heavily on influencer recommendations when making purchase decisions, due to their deeper integration into digital environments. Reinikainen et al. (2020) suggest that demographic factors like age shape the strength and direction of influencer effects, supporting the inclusion of age group as a moderator of paths leading to purchase intention. Generational cohort studies show that younger consumers are more responsive to influencer credibility and engagement cues, strengthening the relationship between influencer activity and purchase intention (Cao et al., 2025). These generational differences suggest that age influences consumers’ reactions to influencer marketing.

H10: The follower’s age group affects purchase intention influenced by digital influencers.

Having presented the hypotheses, Figure 1 presents the conceptual model proposed for the study.

Conceptual model. Influencer credibility directly influences purchase intention and conscious consumption practices. Product evaluation and regularity of publication influence purchase intention indirectly through the mediating role of recognition of need and search for information. Gender and age group are examined as moderating variables affecting the strength of the relationships leading to purchase intention.

Conceptual model diagram illustrating relationships among promotion of sustainable practices, influencer credibility, number of followers, product evaluation, and publication regularity affecting recognition of need, search for information, conscious consumption, and purchase intention, with moderating effects of gender and age. Hypothesized links are labeled H1 through H10.

The conceptual model is grounded in the assumption that digital influencers exert direct and indirect effects on consumer responses. Influencer-related characteristics are conceptualised as independent variables (promotion of sustainable practices, influencer credibility, number of followers, product evaluation and regularity of publication) that influence consumers’ purchase intention and the adoption of more conscious consumption practices. Influencer credibility is expected to have a direct effect on purchase intention and conscious consumption practices. Content-related factors, namely product evaluation and regularity of publication, are assumed to influence purchase intention indirectly through a mediating mechanism represented by the recognition of need and search for information. Purchase intention and conscious consumption practices constitute the main dependent variables of the model. In addition, gender and age group are examined as moderating variables that may condition the strength of the relationships between influencer-related variables and purchase intention.

 Materials and methods

Although digital influencers promote products and encourage consumption, they are increasingly faced with the responsibility of consuming ethically and consciously, as we are in an era in which sustainability and responsible consumption are becoming highly relevant in our society (Brewer, 2019). In this sense, it was deemed pertinent to formulate the following research question:

What is the role of digital influencers in simultaneously shaping consumers’ purchase intentions and the adoption of more conscious consumption practices, considering influencer credibility, content characteristics, and sustainability messaging?

The following general objective was defined: to study the role of digital influencers in relation to their followers who use social media, particularly with regard to purchase intentions and more conscious consumption practices.

The following specific objectives were formulated:

To analyse the effects of influencer credibility, follower count, product reviews and posting regularity on purchase intention and information-seeking behaviours.

To assess the impact of sustainability-related messages shared by influencers on followers’ conscious consumption practices.

To explore the moderating role of gender and age in shaping consumers’ responses to influencer activity.

To describe the social media platforms most used by followers as relevant contexts for influencer communication.

The research was quantitative and descriptive in nature. Data was collected through an online questionnaire to a non-probabilistic sample of 223 social media users and was active between 1 June 2025 and 26 September 2025. The questionnaire has 68 questions and was divided into two main parts: the first part sought to collect information on the dimensions under study, and the second part sought to collect sociodemographic data. Thus, the questionnaire begins by collecting information on the following dimensions: Credibility, Followers, Product Evaluation, Proximity, Regularity of Publications, Recognition of Need and Search for Information, Purchase Decision, and, finally, More Conscious Consumption Practices (see Appendix 1). The Likert scale was used to assess the participants’ degree of agreement with the questions in a 5-point scale, where 1 corresponds to “Strongly Disagree” and 5 to “Strongly Agree.”

Two pre-tests of the questionnaire were made, and the necessary adjustments were made. It was found that the Cronbach’s Alpha for each dimension allowed the instrument to be considered reliable.

After receiving the participants’ responses, the internal consistency of the instrument was analysed by calculating Cronbach’s alpha coefficient (α). The overall coefficient for the instrument was α = 0.940, indicating excellent internal consistency of the questionnaire as a whole (see Table 1). The number of missing responses was less than 5% for most questions.

Cronbach’s alpha coefficient for dimension.

Constructs Items Cronbach’s alpha
Credibility 14 0.907
Followers 3 0.699
Product evaluation 3 0.689
Proximity 4 0.800
Regularity of publications 6 0.892
Recognition of need and search for information 7 0.904
Purchase decision 7 0.849
More conscious consumption practices 13 0.825
Global 59 0.940

To ensure the comparability of the means and the completeness of the data, multiple imputation by chained equations (MICE) was performed separately for each factor using R software (version 4.5.0). Quantitative variables were described using mean and standard deviation, and categorical variables by absolute and relative frequencies. The normality of the distributions was assessed using the Shapiro–Wilk test. When the normality condition was satisfied, parametric tests were applied, Student’s t-test (for two groups) and one-way ANOVA (for more than two groups), with Tukey’s post-hoc test. In cases where normality could not be assumed, non-parametric tests were used, namely Mann–Whitney and Kruskal–Wallis, with Dunn’s test for multiple comparisons. Correlations between quantitative variables were assessed using Pearson’s coefficient. All statistical analysis was performed using R software (version 4.5.0).

The sample consists of 223 responses (see Table 2), making it possible to characterise the profile of participants who responded to the questionnaire survey in terms of marital status, qualifications, age, occupation, residence, gender, the social network they use most and the one they find most suitable for influencers. The results indicate the predominant profile of participants: they are single (90%; N = 197); have a degree (51.8%; N = 115); are aged between 15 and 24 (73.9%; N = 164); are students (45.9%; N = 101); resident in the northern region of Portugal (95.5%; N = 211); are female (77.7%; N = 171); the social network most used by participants and the one they find most suitable for influencers to share their messages is Instagram (see Figures 2, 3).

Sociodemographic characteristics of participants.

Characteristic Category N %
Marital status Single 197 90.0
Married 16 7.3
Other 6 2.7
Education Bachelor’s degree 115 51.8
Lower than undergraduate 80 36.0
Master degree 27 12.2
Age 15–24 164 73.9
25–44 40 18.0
45–64 17 7.7
65+ 1 0.5
Occupation Student 101 45.9
Working student 72 32.7
Employed 34 15.5
Self-employed 10 4.5
Other 3 1.4
Residence Northern region 211 95.5
Other 10 4.5
Gender Female 171 77.7
Male 49 22.3
Total 223

This table presents the sociodemographic characteristics of the sample, including gender, age, education, occupation, marital status and region of residence. Frequencies and percentages are shown for each category. Source: Authors.

Social networks most used by participants.

Horizontal bar chart comparing social media platforms by value. Instagram leads, followed by TikTok, YouTube, Facebook, X, and LinkedIn, with smaller bars for other platforms including Tumblr, Pinterest, WhatsApp, and Snapchat.

Social networks most suitable for influencers.

Bar chart showing preferred social networks. Instagram leads, followed by TikTok and YouTube. Facebook, X, and LinkedIn have less preference. Tumblr and non-users are minimal. Data source not specified. Results

The main results of these analyses are presented below to verify the confirmation or rejection of the hypotheses formulated and the relationship with the specific objectives defined for this research.

H1: The credibility of influencers positively affects followers’ attitudes towards purchasing decisions.

Fourteen items were used to assess the impact of influencers’ credibility on followers’ attitudes towards purchasing decisions (see Appendix 1). The average score obtained (3.52; 95% CI: 3.41–3.62) exceeds the neutral value (3), indicating that respondents recognise a positive effect of influencers’ credibility on purchasing decisions (see Table 3).

Credibility means by sociodemographic variables.

Characteristic Credibility construct (mean ± standard deviation (SD)) p-value
Gender 3.53 ± 0.76 | 3.42 ± 0.93 0.433
Occupation 3.59 ± 0.72 | 3.42 ± 0.93 | 3.43 ± 0.75 | 3.87 ± 0.68 | 2.79 ± 1.05 0.163
Marital status 3.57 ± 0.72 | 3.25 ± 0.95 | 2.63 ± 1.64 0.005
Residence 3.53 ± 0.8 | 3.29 ± 1.03 0.481
Age 3.63 ± 0.73 | 3.39 ± 0.68 | 2.82 ± 1.21 0.007
Education 3.57 ± 0.79 | 3.52 ± 0.81 | 3.34 ± 0.84 0.582
Global 3.52 ± 0.80, IC 95%: 3.41–3.62

This table reports the mean scores and standard deviations for the credibility construct across different sociodemographic groups, assessed using a five-point Likert scale. Source: Authors.

Significant differences are observed according to age (see Table 4) and marital status (see Table 5). The positive effect is more pronounced among young people up to 24 years of age and ceases to be observed in the 45–64 age group.

Credibility by age groups.

Age mean ± SD p-value
15–24 | 25–44 3.63 ± 0.73 | 3.39 ± 0.68 0.073
15–24 | 45–64 3.63 ± 0.73 | 2.82 ± 1.21 0.022
25–44 | 45–64 3.39 ± 0.68 | 2.82 ± 1.21 0.246

This table displays differences in credibility scores across age groups, including mean values, standard deviations and p-values obtained through comparative tests. Source: Authors.

Credibility by marital status.

Marital status mean ± SD p-value
Married | single 3.25 ± 0.95 | 3.57 ± 0.72 0.249
Other-single 2.63 ± 1.64 | 3.57 ± 0.72 0.010
Other-married 2.63 ± 1.64 | 3.25 ± 0.95 0.218

This table presents credibility mean scores and standard deviations across marital status categories, together with the statistical significance of group differences. Source: Authors.

With regard to marital status, widowed and divorced individuals have averages below 3, suggesting less influence from the credibility of influencers; however, the small number of cases in this group limits the generalisation of the results (see Table 5).

So, the hypothesis is partially confirmed in the sense that it is verified in young people and adults up to 44 years of age, with this effect no longer being observed in older age groups.

H2: The number of followers that digital influencers have negatively affects their credibility.

The first item of the follower’s construct (“influencers with a low number of followers are more credible”) evaluates this hypothesis (see Appendix 1). The data obtained are shown in Table 6. The average score given for this question is low, indicating that respondents do not believe that the greater the number of followers, the lower the credibility of the influencer.

Followers (item 1) by sociodemographic variables.

Characteristic Followers construct (mean ± SD) p-value
Gender 2.51 ± 0.90 | 2.65 ± 0.97 0.374
Occupation 2.53 ± 0.88 | 2.53 ± 0.89 | 2.47 ± 1.05 | 2.8 ± 1.32 | 2.00 ± 1.00 0.746
Marital status 2.56 ± 0.91 | 2.81 ± 0.91 | 1.33 ± 0.82 0.007
Residence 2.54 ± 0.91 | 2.50 ± 1.27 0.932
Age 2.52 ± 0.88 | 2.62 ± 0.95 | 2.47 ± 1.33 0.648
Education 2.60 ± 0.94 | 2.43 ± 0.95 | 2.74 ± 0.76 0.203
Global 2.54 ± 0.94, IC 95%: 2.42–2.67

This table shows the average scores for the first item of the followers construct (“influencers with fewer followers are more credible”), broken down by sociodemographic characteristics. Standard deviations and p-values are provided. Source: Authors.

In sociodemographic terms, only marital status shows significant variations, with others (widowed/divorced individuals) revealing greater disagreement with the hypothesis (M = 1.33), thus not confirming the hypothesis under analysis (see Table 7).

Followers by marital status.

Marital status mean ± SD p-value
Married | single 2.81 ± 0.91 | 2.56 ± 0.91 0.347
Other-single 1.33 ± 0.82 | 2.56 ± 0.91 0.005
Other-married 1.33 ± 0.82 | 2.81 ± 0.91 0.005

This table presents the mean scores and standard deviations for the followers construct across marital status categories. Statistical comparisons between groups are also provided. Source: Authors.

H3: The number of followers that digital influencers have negatively affects your purchasing decision.

The second item of the follower’s construct (“content published by an influencer who has a low number of followers leads me to buy more”) evaluates this hypothesis (see Appendix 1). Respondents tend to disagree with the statement (M = 2.19; 95% CI: 2.06–2.32), indicating that a low number of followers does not favour the purchasing decision. This perception does not vary according to sociodemographic factors, and the proposed hypothesis is not confirmed (see Table 8).

Followers (item 2) by sociodemographic variables.

Characteristic Followers construct (mean ± SD) p-value
Gender 2.23 ± 0.98 | 2.12 ± 0.95 0.498
Occupation 2.22 ± 0.93 | 2.18 ± 1.04 | 2.09 ± 0.93 | 2.50 ± 1.27 | 2.00 ± 1.00 0.819
Marital Status 2.21 ± 0.95 | 2.50 ± 1.15 | 1.33 ± 0.82 0.053
Residence 2.20 ± 0.98 | 2.10 ± 1.10 0.786
Age 2.23 ± 0.96 | 2.12 ± 0.91 | 2.06 ± 1.30 0.609
Education 2.25 ± 1.04 | 2.17 ± 0.97 | 2.11 ± 0.85 0.889
Global 2.19 ± 0.98, IC 95%: 2.06–2.32

Table 8 shows the average scores for the third item of the followers construct (“content published by an influencer who has a low number of followers leads me to buy more”), broken down by sociodemographic characteristics. Standard deviations and p-values are provided. Source: Authors.

H4: Product evaluation by digital influencers positively affects your purchasing decisions.

Three items sought to assess the effect of product evaluation by influencers on followers’ recognition of need and search for information about products or brands (see Appendix 1). The average score observed is significantly higher than 3 (3.49, 95% CI: 3.37–3.60), which indicates agreement that there is an effect between the reviews produced by influencers and the appreciation of the products they review. Analysing the data according to sociodemographic characteristics, no significant differences were found (see Table 9).

Product evaluation scores by sociodemographic variables.

Characteristic Product evaluation construct (mean ± SD) p-value
Gender 3.46 ± 0.89 | 3.54 ± 0.69 0.503
Occupation 3.49 ± 0.82 | 3.4 ± 0.9 | 3.57 ± 0.9 | 3.57 ± 0.55 | 4.11 ± 1.02 0.607
Marital Status 3.48 ± 0.82 | 3.92 ± 0.74 | 2.89 ± 1.15 0.026
Residence 3.51 ± 0.83 | 2.93 ± 1.12 0.140
Age 3.53 ± 0.79 | 3.32 ± 0.97 | 3.43 ± 1.01 0.169
Education 3.45 ± 0.93 | 3.54 ± 0.77 | 3.38 ± 0.95 0.733
Global 3.49 ± 0.85, IC 95%: 3.37–3.60

This table presents mean scores and standard deviations for the product evaluation construct, together with statistical significance for differences across demographic groups. Source: Authors.

H5: Product evaluation by digital influencers positively affects the recognition of need and search for information.

Seven items assess the construct “recognition of need and search for information” (see Appendix 1). The average score (2.69, 95% CI: 2.56–2.82) below 3 indicates that product reviews by digital influencers do not have a significant effect on the recognition of need and search for information. This pattern is observed in all categories of the sociodemographic variables considered (see Table 10).

Recognition of need and search for information by sociodemographic variables.

Characteristic Recognition of need and search for information construct (mean ± SD) p-value
Gender 2.69 ± 0.98 | 2.72 ± 0.88 0.843
Occupation 2.65 ± 0.85 | 2.71 ± 1.09 | 2.79 ± 0.98 | 2.61 ± 1.06 | 2.86 ± 0.65 0.948
Marital Status 2.71 ± 0.91 | 2.65 ± 1.17 | 2.4 ± 1.49 0.734
Residence 2.71 ± 0.95 | 2.41 ± 1.02 0.385
Age 2.76 ± 0.89 | 2.58 ± 0.97 | 2.42 ± 1.42 0.186
Education 2.64 ± 0.93 | 2.78 ± 0.96 | 2.5 ± 0.98 0.309
Global 2.69 ± 0.96, IC 95%: 2.56–2.82

This table presents mean scores and standard deviations for the recognition of need and search for information construct, together with statistical significance for differences across demographic groups. Source: Authors.

H6: The regularity of publications positively affects the recognition of the need for and search for information.

Six items assessed the effect of the regularity of publications construct (see Appendix 1). The higher the score, the greater the positive effect. The average score was slightly above 3 (3.16, 94% CI: 3.03–3.28), indicating that the frequency of publications has a slight influence (see Table 11). Analysis of the data according to sociodemographic characteristics revealed no influence of the characteristics observed.

Regularity of publications by sociodemographic variables.

Characteristic Regularity of publications construct (mean ± SD) p-value
Gender 3.22 ± 0.91 | 2.95 ± 1.03 0.106
Occupation 3.2 ± 0.93 | 3.18 ± 0.94 | 3.02 ± 1.01 | 3.05 ± 0.89 | 3.72 ± 0.75 0.724
Marital status 3.18 ± 0.9 | 2.95 ± 1.04 | 2.97 ± 1.28 0.547
Residence 3.19 ± 0.92 | 2.62 ± 1.14 0.148
Age 3.28 ± 0.87 | 2.8 ± 0.98 | 2.83 ± 1.2 0.547
Education 3.06 ± 0.91 | 3.28 ± 0.89 | 2.98 ± 1.16 0.158
Global 3.16 ± 0.94, IC 95%: 3.03–3.28

This table presents mean scores and standard deviations for the regularity of publications construct, together with statistical significance for differences across demographic groups. Source: Authors.

H7: The high credibility of digital influencers contributes to greater adherence to more conscious consumption practices.

There is a positive and moderate association (r = 0.41; p < 0.001) between the Credibility of Digital Influencers and More Conscious Consumption Practices (see Figure 4), indicating that higher levels of perceived credibility tend to be associated with more conscious consumption practices.

Credibility of digital influencers and more conscious consumption practices. This figure presents the scatter plot between the credibility of digital influencers and more conscious consumption practices (r = 0.41; p < 0.001). The red line represents the fit of the simple regression model and the grey band represents the respective 95% confidence interval.

Scatter plot showing blue data points with a red trend line and shaded confidence interval. The plot illustrates a positive correlation between two variables, labeled as more conscious consumption on the vertical axis.

H8: The promotion of sustainable practices by digital influencers positively affects the adoption of more conscious consumption.

Item 12 of the more conscious consumption practices construct (“digital influencers are essential for promoting conscious and sustainable consumption”) evaluates this hypothesis (see Appendix 1). The average score is significantly higher than 3 (3.24, 95% CI: 3.06–3.41), so the evidence points to confirmation of the hypothesis in question. However, there are differences in terms of gender, as this perception is mainly held by females, given that the average score for males is below 3 (see Table 12).

More conscious consumption practices by sociodemographic variables.

Characteristic More conscious consumption practices construct (Q11) (mean ± SD) p-value
Gender 3.36 ± 1.32 | 2.90 ± 1.29 0.033
Occupation 3.27 ± 1.30 | 3.21 ± 1.34 | 3.5 ± 1.29 | 2.9 ± 1.52 | 1.67 ± 1.15 0.225
Marital status 3.27 ± 1.31 | 3.44 ± 1.46 | 2.33 ± 1.37 0.219
Residence 3.23 ± 1.33 | 3.40 ± 1.17 0.860
Age 3.30 ± 1.29 | 3.30 ± 1.30 | 2.76 ± 1.56 0.407
Education 3.05 ± 1.35 | 3.33 ± 1.30 | 3.48 ± 1.34 0.198
Global 3.24 ± 1.33, IC 95%: 3.06–3.41

This table presents mean scores and standard deviations for the more conscious consumption practices construct, together with statistical significance for differences across demographic groups. Source: Authors.

H9: The gender of the follower affects the influence of digital influencers on purchasing decisions.

The influence of followers on purchasing decisions, from the respondents’ point of view, does not appear to be high (mean 2.53, 95% CI: 2.41–2.64). Comparing the results by gender, the values between the two sexes are identical (p = 0.646), so the hypothesis under analysis is not confirmed (see Table 13).

Purchase decision by sociodemographic variables.

Characteristic Purchase decision construct (mean ± SD) p-value
Gender 2.54 ± 0.88 | 2.48 ± 0.85 0.646
Occupation 2.54 ± 0.78 | 2.56 ± 1 | 2.52 ± 0.84 | 2.22 ± 0.87 | 2.33 ± 1.03 0.822
Marital status 2.58 ± 0.84 | 2.30 ± 1.14 | 1.67 ± 0.71 0.022
Residence 2.56 ± 0.86 | 2.12 ± 0.92 0.174
Age 2.62 ± 0.79 | 2.33 ± 0.96 | 2.21 ± 1.19 0.036
Education 2.48 ± 0.86 | 2.61 ± 0.89 | 2.34 ± 0.78 0.273
Global 2.53 ± 0.87, IC 95%: 2.41–2.64

This table presents mean scores and standard deviations for the purchase decision construct, together with statistical significance for differences across demographic groups. Source: Authors.

However, there are differences in terms of marital status and age. In the case of marital status, Other (widowed/divorced), this influence is not significant, with an average score below 2 (see Table 14).

Purchasing decisions by marital status.

Marital status mean ± SD p-value
Married | single 2.30 ± 1.14 | 2.58 ± 0.84 0.433
Other-single 1.67 ± 0.71 | 2.58 ± 0.84 0.030
Other-married 1.67 ± 0.71 | 2.30 ± 1.14 0.273

This table presents the mean scores and standard deviations for the purchase decision construct across marital status categories. Statistical comparisons between groups are also provided. Source: Authors.

In the case of age, bilateral tests reveal no significant differences between age groups (see Table 15).

Purchasing decisions and age.

Age mean ± SD p-value
15–24 | 25–44 2.62 ± 0.79 | 2.33 ± 0.96 0.096
15–24 | 45–64 2.62 ± 0.79 | 2.21 ± 1.19 0.096
25–44 | 45–64 2.33 ± 0.96 | 2.21 ± 1.19 0.692

This table presents the mean scores and standard deviations for the purchase decision construct across age categories. Statistical comparisons between groups are also provided. Source: Authors.

H10: The age group of followers affects purchasing behaviour influenced by digital influencers.

Figure 5 shows a downward trend in purchasing decisions with increasing age (p = 0.041), indicating that younger participants (15–24 years old) have higher average levels of purchasing decisions, while older participants (45–64 years old) have lower averages. This confirms the hypothesis under analysis.

Mean purchase decision by age. This figure presents the mean purchase decision by age group (p = 0.041). The vertical bars represent the 95% confidence interval around the mean.

Line graph showing mean purchase decision on the y-axis and age groups on the x-axis. Mean purchase decision decreases from 15-24 to 45-64, with error bars indicating variability for each group. Discussion

The results allow us to understand the influence of digital influencers on attitudes, purchasing decisions and consumption practices. As mentioned in the literature review, digital influencers are able to engage the audience and motivate them to buy (Lampeitl and Åberg, 2017; Glucksman, 2017; Gouveia, 2022). In this way, the data shows that there is a positive relationship between the credibility that is attributed to influencers because of their recommendations and opinions, and the tendency of followers to adopt the suggested buying behaviours. Thus, there is a confirmation of the importance of these individuals in the context of digital marketing and consumer behaviour (e.g., Freberg et al., 2011; Lou and Yuan, 2019; Casaló et al., 2020). In addition, it was identified that the social network most used is Instagram, followed by TikTok and YouTube. Consistently, participants also considered Instagram as the most suitable platform for digital influencers to share. TikTok also maintains the second position, reinforcing its growing importance in influencer marketing. Instagram is the platform that has the greatest impact on buying behaviour, followed by TikTok. And if we keep in mind that there are two social networks whose focus is on photography and video, we believe we are in a position to move forward with the thought that participants may be giving greater preference to this type of sharing than to those that include text (Lamb et al., 2018).

The credibility of influencers is one of the most decisive factors in the attitudes of consumers who follow their publications. The global average of the construct credibility of digital influencers was above the neutral value, 3.52 (95% CI: 3.41–3.62), showing that the widespread perceptions of influencers considered credible have a positive impact on consumers’ purchasing decisions, confirming what the literature has shown (e.g., Berger, 2013; Gouveia, 2022; Freberg et al., 20111). It was also observed that it tends to be more pronounced among young people and adults up to 44 years old, in line with the results of others, such as the E-Commerce Brasil study (2022), progressively decreasing in the older age groups. This pattern only reinforces the idea mentioned in the literature review that younger audiences are the most receptive to influencers’ messages, often due to the creation of an emotional bond (Garcia, 2023). In addition, marital status showed some relevance, with singles being the most susceptible to influence, which may be related to different, more dynamic lifestyles and greater exposure to digital trends. Therefore, hypothesis 1— “The credibility of influencers positively affects the attitude of followers towards purchase decision-making” is accepted, especially in younger people.

Regarding the number of influencers’ followers, the results do not support hypothesis 2— “The number of followers that digital influencers have negatively affects their credibility”. The overall average of question 1 of the construct “followers” obtained was 2.54 (95% CI: 2.42–2.67), demonstrating that the respondents do not associate it with affecting the credibility and authenticity of these influencers. This analysis confirms the perspective of Campbell and Farrell (2020) when the authors show that macro influencers who have between one hundred thousand and one million followers still maintain a high degree of credibility, thus exposing that it is consistent with the data obtained in this study. Thus, it is understood that the number of followers can be interpreted in two ways: on the one hand, having many followers shows that the person has influence, which is recognized; on the other hand, he demonstrates that he takes his work seriously, creating innovative strategies (Jung, 2017). In view of these results, it is understood that it can be said that the public continues to trust the influencer, regardless of the number of followers, as they value other aspects, such as authenticity and transparency (Audrezet et al., 2020) and the content they share. The idea that influencers with fewer followers have a greater impact on the purchase decision, that influencers with a smaller audience could generate greater engagement and trust, and consequently, greater influence on purchase behaviour has not been confirmed. These results go against the idea of Abidin (2015) who addresses the concept of “microcelebrities,” describing that influencer who have a small number of followers often achieve a deeper and truer connection with their audience.

The result of the global average of item 2 of the construct “followers,” of 2.19 (95% CI: 2.06–2.32), leads to the rejection of hypothesis 3— “The number of followers that digital influencers have negatively affects their purchase decision-making”. The non-significant effect of follower count on credibility and purchase intention challenges the widespread industry practice of selecting influencers primarily based on audience size. From a managerial standpoint, these findings support a shift toward engagement quality, authenticity signals, and value congruence rather than numerical reach alone. With regard to the dimension, the review of products that is carried out by influencers, the data showed a positive and significant influence on the purchase decision, with an overall average of 3.49 (95% CI: 3.37–3.60). This result corroborates the literature review, as it confirms that content in which influencers share personal opinions and experiences, when something enters the market, tends to increase consumers’ purchase intention, as these opinions create consumer security (Wang et al., 2012; Lopes, 2016; Freberg et al., 2011; Barari et al., 2025).

In addition, this result reinforces the idea of eWOM by creating trust and reducing consumer uncertainty (Silva et al., 2019). Therefore, this result is solidly verified in the various sociodemographic groups, thus demonstrating that the influence of product evaluations is broad, being a relevant instrument of marketing communication, thus confirming hypothesis 4— “The evaluation of products carried out by digital influencers positively affects their purchase decision-making”.

On the other hand, the same dimension did not show a significant value for the recognition of the need and the search for information. For hypothesis 5— “The evaluation of products carried out by digital influencers positively affects the recognition of the need and search for information”, the global average was lower than value 3 (2.69, 95% CI: 2.56–2.82), thus the hypothesis was rejected. The mean value below the neutral midpoint (M = 2.69) suggests not merely statistical rejection but a substantive behavioural insight: followers do not appear to rely on influencer content for early-stage information search. This indicates that influencer marketing may complement, rather than replace, active consumer information-seeking behaviours. It is possible to verify that, for the participants of this questionnaire, the evaluations mainly influence the final phase of the decision-making process and not in the phases of reflection or research, not meeting the results already published (e.g., VanMeter et al., 2015; Qiu and Zhang, 2024). The rejection of H5 suggests that influencer product evaluations operate primarily in the later stages of the decision-making process rather than in need recognition. Managerially, this implies that influencer reviews may be more effective as conversion-oriented tools rather than awareness-generating mechanisms.

As for the regularity of publications, there was a result slightly above 3, but positive in the recognition of the need and demand for information, with an overall average of 3.16 (94% CI: 3.03–3.28), so the frequency with which digital influencers share their content contributes to preserving interest, strengthening engagement and familiarity with their audience. These results corroborate the literature review, highlighting the importance of consistency and continuity in social networks for building credibility, trust and emotional bond (VanMeter et al., 2015; Lopes, 2016; Freberg et al., 2011; Ali et al., 2025), allowing the partial confirmation that “The regularity of publications positively affects the recognition of the need and search for information” expressed in hypothesis 6.

Regarding the credibility of influencers with more conscious consumption practices, a positive and moderate correlation was observed (r = 0.41, p < 0.001), confirming hypothesis 7– “The high credibility of digital influencers contributes to a greater adherence to more conscious consumption practices”. This result demonstrated that the trust that is placed in influencers is not only limited to the dissemination of products for commercial purposes, but can also extend to the adoption of responsible and sustainable behaviours (Pereira and Silveira, 2021). In addition, with this data it was confirmed that influencers play an important role in the dissemination of more conscious and balanced consumption practices in order to reduce uncontrolled consumerism. From a managerial perspective, the moderate correlation observed between influencer credibility and conscious consumption practices (r = 0.41) suggests that credibility operates as a dual-impact strategic asset. Brands partnering with highly credible influencers may simultaneously enhance commercial outcomes and sustainability positioning. This finding indicates that credibility-building strategies—such as transparency, consistent messaging, and value alignment—should be prioritised over purely reach-based selection criteria.

Item 11 of the construct “conscious consumption practices” had an overall average significantly higher than 3 (3.24, 95% CI: 3.06–3.41), with followers attaching importance to the dissemination and promotion of sustainable practices by digital influencers. These data demonstrate that these influencers play a fundamental role in more conscious consumption, thus confirming that “The promotion of sustainable practices by digital influencers positively affects the adoption of more conscious consumption”, as narrated in hypothesis 8.

The only difference that was observed was in the gender, with the female audience revealing a greater agreement. Concerning the gender of the followers, no significant differences were found in the influence exerted by digital influencers on the purchase decision, which means that it is not limited to a specific gender, as had been expressed in hypothesis 9— “The gender of the follower affects the influence of digital influencers on the purchase decision”.

Regarding the given age group, the downward trend that digital influencers exert was quite clearly confirmed, with younger participants (15–24 years old) presenting significantly higher levels of purchase decision than the other age groups associated with influence. This result reinforces that the younger audience is the main audience of influencer marketing strategies (Opinion Box, 2023; Cao et al., 2025), thus leading to the confirmation of hypothesis 10— “The age group of the follower affects the buying behaviour influenced by digital influencers”. The statistically significant downward trend in purchase decision influence across age groups (p = 0.041) reinforces generational segmentation as a critical managerial consideration. Influencer-based campaigns appear to yield diminishing returns with increasing age, suggesting that age-targeted communication strategies are essential.

In general, it is understood that the credibility and the type of content produced by digital influencers are factors that contribute to the formation of attitudes toward a product and to purchase decisions. It should be noted that this influence covers more of the young audience, and everyone values authenticity, proximity, frequency, consistency and transparency in communication. The number of followers and gender, on the other hand, showed little influence, which means that participants prefer and give more importance to a relationship of authenticity, proximity and trust with the influencer than to the number of followers that the influencer has. Finally, the link between the credibility of digital influencers and the promotion of more conscious consumption practices has highlighted the potential of influencers as agents of ethical and social change. Thus, demonstrating that they are able to promote not only brands but also raise awareness of more responsible and sustainable behaviours on their social networks.

From a public policy perspective, the findings suggest that digital influencers may function as relevant intermediaries in sustainability communication strategies. Given the moderate association between credibility and conscious consumption, policymakers aiming to promote responsible consumption patterns could consider structured partnerships with credible influencers as part of broader environmental awareness campaigns. However, the stronger effect observed among younger participants indicates that influencer-based sustainability campaigns may be particularly effective when targeting younger demographic segments, while alternative communication channels may be required for older audiences.

 Conclusion

This study follows the discussion surrounding the dual role of digital influencers in modern consumer behaviour, highlighting their traditional function as drivers of purchase intention and their emerging relevance as promoters of more conscious and sustainable consumption practices. The main objective was to examine how different dimensions of influencer activity—credibility, follower count, product reviews, posting regularity and sustainability messaging—shape followers’ purchase decisions and their adoption of responsible consumption behaviours.

The findings reveal several noteworthy insights. First, influencer credibility remains a key determinant of purchase intention, particularly among younger consumers, confirming the importance of authenticity, expertise and emotional connection in shaping online persuasion. Second, the number of followers does not appear to enhance purchase decision-making; rather, it may weaken perceived authenticity, supporting the argument that micro- and mid-tier influencers often exert stronger influence than those with very large audiences. Third, product reviews were shown to play a meaningful role in stimulating need recognition and encouraging information-seeking behaviour, underscoring the centrality of eWOM and experiential content in consumer decision processes. Finally, the promotion of sustainable practices by influencers was found to positively affect followers’ engagement with conscious consumption, revealing the growing societal impact of influencer communication that extends beyond commercial promotion.

The study reinforces the complex and evolving role of digital influencers, showing that their impact extends well beyond stimulating consumption, positioning them as meaningful agents in shaping more conscious and sustainable consumer practices. It broadens the understanding of influencer marketing by integrating traditional purchase-related constructs with emerging perspectives on sustainable and responsible consumption. Practically, the findings guide brands, marketing professionals and influencers by demonstrating the importance of authenticity, message relevance and value-driven communication in influencing audiences effectively. The conceptual model developed in this study provides a structured basis that future research can replicate, test, and extend in different cultural, demographic, or platform-specific contexts.

Beyond its theoretical implications, this study calls for a more responsible and reflexive approach to influencer marketing. Researchers are encouraged to further investigate the long-term behavioural effects of influencer communication, particularly in relation to sustainability-oriented narratives and emerging underconsumption trends. Practitioners and brands should move beyond follower counts and short-term performance metrics, prioritising credibility, authenticity, and value-driven messaging when collaborating with influencers. Digital influencers themselves are urged to recognise their growing social responsibility, as their credibility positions them not only as commercial intermediaries but also as potential agents of ethical and sustainable behavioural change.

For policy-makers, these findings suggest that digital influencers may represent strategic partners in public sustainability campaigns. Institutional collaborations with credible influencers could enhance the reach and persuasive power of environmental and responsible consumption initiatives. At the same time, regulatory frameworks and transparency standards should be strengthened to ensure ethical communication and prevent greenwashing practices in influencer-led sustainability narratives.

Ultimately, the future of influencer marketing in sustainable consumption will depend on the alignment between credibility, ethical responsibility, and long-term societal impact rather than short-term commercial gains.

This study contributes to the literature on influencer marketing and digital consumption. It empirically demonstrates the dual role of digital influencers as drivers of purchase intention and promoters of more conscious consumption practices, moving beyond the traditional focus on purely commercial outcomes. It advances an integrated conceptual model that simultaneously incorporates influencer credibility, content-related factors, and sustainability-oriented communication, addressing a gap in prior research that has typically examined these dimensions in isolation. By providing quantitative evidence from a young and highly exposed audience, this research sheds light on how generational dynamics shape the effectiveness of influencer communication in contemporary digital environments.

Among the main limitations of the study are the sample, which is predominantly young and female, which may limit the generalisability of the findings to broader populations. In addition, the cross-sectional and self-reported nature of the data does not allow for causal inference or behavioural verification. The study also focused on followers’ perceptions without examining influencer content directly or considering platform-specific algorithms.

Future research could explore these relationships using more diverse and representative samples, longitudinal designs, or experiments to identify causal effects. It can also be analysed the real influencer content and engagement metrics, examine cross-platform differences, and investigate how sustainability-oriented influencers differ from commercially oriented ones in shaping long-term behavioural change. Understanding how emerging platforms and new content formats influence conscious consumption represents another promising direction for future work. Future research could also benefit from qualitative approaches, such as in-depth interviews or focus groups, to explore how audiences interpret sustainability-oriented influencer messaging. Additionally, content analyses of influencer posts may provide deeper insight into the narrative strategies and framing techniques that effectively promote conscious consumption.

 Data availability statement

The raw data supporting the conclusions of this article will be made available by the authors, without undue reservation.

 Ethics statement

Ethical approval was not required for the study involving humans in accordance with the local legislation and institutional requirements. Written informed consent to participate in this study was not required from the participants or the participants' legal guardians/next of kin in accordance with the national legislation and the institutional requirements.

 Author contributions

AO: Validation, Data curation, Investigation, Supervision, Methodology, Conceptualization, Writing – review & editing, Software, Visualization, Resources, Writing – original draft, Formal analysis, Funding acquisition, Project administration. HC: Writing – original draft, Writing – review & editing. JM: Investigation, Supervision, Resources, Visualization, Software, Conceptualization, Funding acquisition, Writing – review & editing, Project administration, Formal analysis, Writing – original draft, Validation, Methodology, Data curation. MA: Investigation, Software, Funding acquisition, Visualization, Conceptualization, Writing – original draft, Resources, Writing – review & editing, Project administration, Formal analysis, Data curation, Methodology, Validation, Supervision.

 Conflict of interest

The author(s) declared that this work was conducted in the absence of any commercial or financial relationships that could be construed as a potential conflict of interest.

 Generative AI statement

The author(s) declared that Generative AI was not used in the creation of this manuscript.

Any alternative text (alt text) provided alongside figures in this article has been generated by Frontiers with the support of artificial intelligence and reasonable efforts have been made to ensure accuracy, including review by the authors wherever possible. If you identify any issues, please contact us.

 Publisher’s note

All claims expressed in this article are solely those of the authors and do not necessarily represent those of their affiliated organizations, or those of the publisher, the editors and the reviewers. Any product that may be evaluated in this article, or claim that may be made by its manufacturer, is not guaranteed or endorsed by the publisher.

 Supplementary material

The Supplementary material for this article can be found online at: https://www.frontiersin.org/articles/10.3389/fhumd.2026.1769412/full#supplementary-material

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Edited by: Kostoula Margariti, University of Macedonia, Greece

Reviewed by: Sevenpri Candra, Binus University, Indonesia

Pramelani Pramelani, Universitas Bina Sarana Informatika, Indonesia