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Course:CONS200/2025WT2/Eco-influencers: The impacts of digital nomads and influencers on sustainability and conservation

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Introduction

Concerns about climate change and biodiversity loss have led many people to reconsider their daily habits, with 70% of individuals across Generation Z to the Baby Boomer generation citing these issues as strong motivations for lifestyle changes[1]. Although there is widespread agreement on the importance of environmental sustainability, younger generations have increasingly turned to social and digital media for community, inspiration, and activism. This shift has contributed to the rise of "eco-influencers"—figures who challenge conventional ideas about sustainability and shape consumer behaviour online[2]. In addition to influencing purchasing decisions, these individuals play a role in promoting activism and political engagement[3].

At the same time, the growing influence of eco-influencers has coincided with the rise of digital nomadism. Digital nomads, who often build their own online followings, advocate for remote work, travel, and eco-tourism[4]. While the digital nomad lifestyle has been gaining traction since the early 2000s[5], its impact is complicated and the topic of ongoing debate. On one hand, it can boost local economies and raise awareness about sustainable travel. On the other hand, frequent air travel can lead to higher carbon emissions and overtourism.

Underlying these trends is a deeper connection between environmental engagement and identity formation[6]. Both eco-influencers and digital nomads build parasocial relationships with their audiences, influencing behaviour in ways that extend beyond social media[3]. As these dynamics continue to evolve, they will shape how young people view sustainability and the impact their lifestyle choices have on the environment, presenting both new opportunities and challenges for conservation efforts.

Background & Discussion of Issues

Generation Z/Millennials & Environmental Awareness

Millennials and Generation Z are becoming influential advocates for environmental sustainability because of their strong purchasing power and skillful use of social media. These groups are very environmentally sensitive and actively looking to modify their lifestyles to support sustainable practices and green energy. When it comes to influencing their views and actions about ecologically conscious consumption, social media is crucial. Social media has a substantial impact on these generations sustainable purchasing habits, according to a study with 600 respondents, highlighting the platforms ability to encourage eco-friendly consumer decisions[7].

Generation Z and Millennials are increasingly recognized for their environmental consciousness and commitment to sustainable lifestyles. This demographic shift is significantly influenced by social media, which serves as a primary platform for learning about and engaging with environmental issues. A study revealed that 91% of Gen Zers use social media to discuss and learn about causes they care about, in fact, 64% percent think that supporting topics online is a more effective way to make a difference than taking action in their local areas[8].

Even though Generation Z and Millennials care about the environment, they show skepticism regarding companies policies. Research indicates that consumers are more inclined to trust and engage with brands that demonstrate genuine commitment to sustainability, rather than those employing superficial or insincere marketing tactics. Notably, 90% of Gen Zers believe companies must take action on social and environmental issues, and 93% expect companies to have appropriate programs and policies in place to back up their commitments . Furthermore, 75% conduct research to verify a company's honesty when it takes a stand on issues[8].

Social media has positively impacted environmental awareness these generations by facilitating access to information and enabling active participation in sustainability initiatives. The interactiveness of social platforms allows for the spread of environmental messages and the support for eco-friendly practices. By fostering communities centered around shared values, social media empowers Generation Z and Millennials to drive change and hold brands accountable for their environmental impact. This digital engagement not only educates but also inspires actionable steps towards a more sustainable future.​

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Green Purchasing & Social Identity

The growing influence of social media has significantly shaped consumer purchasing behaviors, particularly in the realm of sustainability. Research shows that personal and social identities play a critical role in driving individuals toward green purchasing behaviors, as consumers often make choices that align with their values and the social groups they identify with[9]. For example, individuals who perceive themselves as environmentally conscious are more likely to seek out and purchase eco-friendly products, especially when these behaviours are positively reinforced by their social circles[10].

A persistent challenge in sustainability is the well-documented "intention-behavior gap," where consumers express a strong intention to purchase green products but often fail to follow through[11]. Factors such as cost, convenience, lack of knowledge, or social norms frequently prevent consumers from turning sustainable intentions into action[12]. Additionally, the concept of "moral licensing" where individuals believe that performing one small eco-friendly action, such as recycling, gives them a psychological license to engage in less sustainable behaviours, can further contribute to this ga[13]. However, social media influencers can effectively bridge this gap by promoting sustainable products in a way that feels attainable, desirable, and socially rewarding.

Influencers are positioned to influence purchasing behavior because of the level of trust and admiration they often establish with their audiences. According to the Source Credibility Theory, individuals are more likely to be influenced by those perceived as knowledgeable, trustworthy, and attractive[14]. In the context of sustainability, influencers who consistently promote environmentally friendly products and lifestyles can significantly influence purchasing decisions, especially when they are seen as relatable and aspirational[15]. Interestingly, recent studies have shown that likability, rather than expertise or trustworthiness, tends to be the most influential factor in driving consumer engagement with sustainable products[16]. This finding challenges traditional marketing paradigms, as it suggests that consumers may be more willing to purchase sustainable products based on their personal connection to an influencer rather than the influencer's formal knowledge of sustainability.

This phenomenon is further amplified through parasocial relationships, where followers feel a deep personal connection to influencers despite never having met them[17]. Due to this perceived closeness, consumers often emulate the purchasing behaviours of influencers they admire, making them powerful agents of sustainable consumerism. Additionally, micro-influencers, individuals with smaller but highly engaged audiences, have been found to generate higher levels of trust and purchase intent when promoting sustainable products, as their content often feels more authentic and relatable[18].

As a result, consumers may be more inclined to adopt sustainable purchasing behaviours when an influencer they admire promotes those products, regardless of the influencer’s formal expertise on sustainability[19]. The ability of influencers to make sustainability appear desirable and attainable has the potential to significantly reduce the intention-behavior gap in sustainable purchasing. By using their platforms to normalize eco-conscious behaviours, influencers can influence not only individual purchasing decisions but also broader cultural norms around sustainability.

Green Advertising & Eco-Label

Example of an eco-label: United States Department of Agriculture certified organic product

Green advertising refers to marketing efforts that highlight environmental benefits of certain products or services to promote sustainable consumer behavior[20]. Green advertising influences people's environmental attitudes by making them aware of environmental issues, using emotional and informational methods to encourage people to be more contentious about the goods and services that they are acquiring. Eco-influencers play a big part in the role of green advertising. Charismatic influencers give their audiences informative information as someone people feel a connection to and a sense of trust. Influencers promote sustainable products persuading people to make environmental decisions when purchasing[21].

Eco-labels are certifications given to certain products by third party organizations to indicate a brand meets specific environmental or sustainability standards[22]. Eco-labels can bring awareness to consumers about the impact of their purchases if they know what the label means, or by causing them to investigate. However, often people do not notice the small labels, do not understand them, or do not trust them causing people to be more likely to make purchasing decisions based on price and brand preference[23].

Due to the limitations of eco-labels, their effectiveness is somewhat limited. However, when combined with green advertising conducted by eco-influencers, the strength of eco-labels can be reinforced[24]. While eco-labels lack explanation and engagement, eco-influencers have been known to promote sustainable brands certified with eco-labels, informing people what the labels mean. Eco-labels also lack effectiveness due to only being impactful when people come into contact with them at the time of purchase. Influencers have the ability to promote the purchasing of eco-labeled brands, and use emotional cues to persuade people to seek out sustainable options. Having eco-influencers to talk about and explain eco-labels can also convince people of the credibility of these third party certifications[25].

Environmental Influencers & Youth Engagement

Social media platforms such as Instagram, TikTok, and YouTube have revolutionized environmental activism by allowing influencers to promote sustainability, climate justice, and conservation. Social media allows influencers to present environmental issues in an accessible, visually stimulating way that resonates particularly with younger audiences. Beyond raising awareness, this type of content usually calls for forms of participation such as petitioning, protesting, and ethical consumerism[26]. One of the central characteristics of influencer influence is the formation of para-social relationships (PSRs)—unidirectional emotional relationships between viewers and media celebrities[27]. Light PSRs have been shown to foster viewer engagement and credibility, stimulating viewers to act and disseminate information regarding environmental issues[28]. However, highly intense PSRs have the ability to redirect focus from issues themselves to individuals' personal lives and reputation, which can function at cross-purposes with activism[29]. Social media algorithms also increase this dynamic difficulty by preferring engagement-hungry content, such as emotive or entertaining ones, to more educational or critical ones[30]. This provides an incentive structure whereby influencers would give preference to visibility and individual attractiveness over environmental message substance. Environmental campaigning is thereby aestheticized or commodified and may, therefore, dilute the effectiveness of activist messages. To meet these challenges, environmental influencers are asked to walk a tightrope of authenticity versus intentionality of message, being mindful that what they produce must always stay relevant to collective environmental interests. Similarly, youth consumers are asked to engage critically, being mindful of the cause overall instead of getting mired in personality delivering it.

Digital Nomads

Digital nomads are those who employ the use of remote work technology for working while travelling or living at different places. Enabled by the advancements in communication infrastructure, collaboration platforms, and the diffusion of knowledge-based labor, digital nomadism evolved into a rather popular lifestyle choice, particularly within Millennials and Gen Z. Those groups prefer novel arrangements to the traditional forms of employment, including flexibility, geographically enabled mobility, and enhanced customization of work-life balance [31].The emergence of digital nomadism is closely linked to more significant shifts in social norms and job markets. Digital nomads usually work remotely, as freelancers or as entrepreneurs separating themselves from the conventional office environment and what has been called the "rat race." The phenomenon is an expression of a need to redefine career trajectories, prioritizing autonomy, meaningful work, and lifestyle over job security and hierarchical advancement[32]. Digital nomads often have jobs in tech, design, writing, marketing, and consulting jobs that can be accommodated by location-independent work.

Example of a remote work and living set-up of a digital nomad

At a business level, corporate strategy and worker demand have both accelerated the shift toward remote work. Companies are increasingly likely to offer flexible work arrangements in an effort to recruit and retain workers, reduce overhead costs, and adapt to global workforce trends. It is this alignment of organizational goals and worker aspirations that has contributed significantly to the increase in the number of digital nomads[33]. The rise in the number of digital nomads has substantial socio-economic and environmental implications. Economically, they contribute to the rejuvenation of secondary cities and rural destinations, particularly in countries that offer "digital nomad visas" or incentives to attract long-staying tourists. The workers have the effect of injecting funds into local economies through accommodation, food, and services, which offers potential for local businesses[34]. However, their ephemeral nature also threatens to drive up the cost of living and gentrify some areas, which raises concerns about social equity and resident displacement[35].

Ecologically, the life of a digital nomad is uncertain. On the positive side, work from home has the possibility to reduce the environmental footprint of daily commuting and office infrastructure centralization. On the negative side, frequent flying and short-term accommodation in tourist destinations can result in carbon emissions and ecological strain, particularly in fragile ecosystems. Where digital nomads tend to gather such as Bali, Lisbon, or Chiang Mai. There are questions regarding whether the life is sustainable and in alignment with aspirations of responsible travel and ecotourism[36]

As the nature of work evolves, the digital nomad phenomenon symbolizes broader currents in the confluence of labor, mobility, and identity. As much as it opens new freedoms and prospects, it raises crucial questions on long-term sustainability, local emergence, and integration into host

Impact

Notable Influencers and Digital Nomads

Some examples of notable eco-influencers include Valeria Hinojosa (@waterthruskin) and Summer Dean (@climatediva). Hinojosa uses her platform to draw attention to the relation between wellness and environmental impact. She does this by promoting ethical fashion, plant-based diets, and conscious travel. Research indicates that influencers significantly impact sustainable fashion consumption, particularly among younger demographics[37]. Similarly, Dean drives discussion about sustainable fashion, using her brand of humour and storytelling to make complex environmental topics more accessible to her audience. Studies have shown that social media influencers can guide people toward healthier and greener lifestyles by providing information on eco-friendly products and practices[38].

Nyandungu Eco Tourism Park in Rwanda

Particularly relevant in a post-COVID environment, digital nomads like Pieter Levels are reshaping the landscape of remote work and sustainability. Levels leverages platforms like Nomad List and Remote OK, which help to connect workers interested in remote work and digital nomadism while simultaneously adopting low-impact lifestyles and engaging in eco-tourism. The increasing interest in digital nomadism may be a key driver in fostering paradigms that reduce the ecological footprint of in-person, office-based work by decentralizing employment, reducing the need for lengthy commutes and energy-intensive commercial real estate[39].

Positive Effects

One of the primary advantages of eco-influencers is their ability to capture the attention of younger demographics by creating and sharing content via social media platforms such as Instagram, TikTok, and YouTube. They often create visually engaging content and compelling storytelling to make sustainability and environmental topics approachable and aspirational, which has increasingly contributed to a culture of environmental awareness amongst young people[37].

As environmental issues can appear daunting and overwhelming to younger demographics, eco-influencers play an important role in presenting realistic, day-to-day solutions that individuals can adopt. These can include reducing the use of plastics, seeking out and consuming from sustainable brands, or engaging with local environmental efforts. By fragmenting larger environmental issues into actionable solutions, eco-influencers increase the likelihood that audiences feel self-empowered to transform action into long-term behavioural change[40].

The global reach of eco-influencers allows them to amplify important environmental issues to younger audiences, such as biodiversity loss and climate justice, often in ways that traditional media cannot. This helps to normalize the discourse of environmental issues and can highlight global challenges that are often interconnected. Eco-influencers, therefore, serve as informal educators in the digital media space who often contribute to the social and political awareness of younger generations[41].

Negative Effects

While eco-influencers and digital nomads can offer valuable tips for reducing one’s ecological footprint, they can also present misleading or impractical advice.

Energy Star appliance rating often promoted for sustainable living

A common issue presented in eco-influencing and digital nomadism is providing unrealistic solutions. Influencers often recommend products in the name of sustainability without considering other important factors. For example, eco-influencers may tell people to purchase home appliances with an energy star rating to decrease their energy footprint[42]. However, these recommendations are made without considering the high cost of the appliances, making it an unrealistic solution to many people[43]. Those unable to afford these purchases may feel frustrated or demoralized for not being able to follow the influencer’s suggestion and adopt the supposedly sustainable change[44]. In addition, recommendations like the purchase of new energy efficient appliances and other new items may not be the more sustainable choice. In many cases, replacing older, less efficient appliances that still function can actually increase one’s ecological footprint more than keeping them. This is because the additional energy and resources used in manufacturing the new products are often far greater than what is saved in the efficiency of the new product[45].

Sometimes eco-influencers and digital nomads can be superficial and have ulterior motives that stray from advertising sustainability and simplistic lifestyles. Influencers may promote brands and products due to paid partnerships, causing a conflict of interest where they may not actually have their viewer’s best interest in mind[46]. In addition, some influencers who had been known for posting content about their sustainable living have been exposed for not actually living sustainably off-camera, instead curating their lifestyle purely for aesthetic appeal online[47].

While many people promoting sustainable lifestyles provide valuable information, not all of it is entirely accurate or trustworthy. Some eco-influencers and digital nomads may present themselves as knowledgeable when having no formal training or expertise in the topic they are talking about[48]. Viewers may develop a false sense of trust, associating an influencer’s large following with expertise or credibility. In these instances, complex topics can be oversimplified by people who do not fully understand them at the expense of spreading inaccurate information to viewers[49].

An example of a controversial eco-influencer is Laura Whitmore. Whitemore is an Irish influencer that speaks on pro-environmental behaviour. Despite her promotion of sustainable living, Whitmore has been accused of being associated with a fast-fashion brand called Primark[48]. This example shows that while eco-influencers can inspire positive change, they can also be affiliated with negative aspects that may not align with sustainable behaviour.

Conclusion

Facilitated through their significant social media presences, eco-influencers and digital nomads become important voices on the topics of sustainability and conservation. Often, they are able to break down complicated environmental issues into narratives and actions that serve to empower younger audiences. These influencers are credited with promoting environmental awareness via low-impact lifestyles and conscious consumerism, and in doing so, they play important roles shaping environmental discussions and activism.

Similarly, traditional paradigms are being challenged by digital nomads, who, like eco-influencers, can compel their audience to reduce their environmental burden associated with commuting and conventional tourism. Both eco-influencers and digital nomads can serve as educators as well, using their personal brands and content to encourage behavioural change for the betterment of the environment.

However, with the increasing popularity of eco-influencers and digital nomads, questions remain about their efficacy and whether their platforms also contribute negatively to other issues. As evident, the means to live a remote lifestyle or engage in eco-conscious consumption can exacerbate economic disparities, so there is an ongoing need to ensure that social media advocacy aligns with true environmental impact. Therefore, issues like accessibility, privilege, and the commodification of environmental issues should considered when assessing the impact of eco-influencers and digital nomads.

Eco-influencers and digital nomads play important roles demonstrating the benefit, complexity, and potential downsides of using digital platforms to enact positive environmental change. As their social media presences continue to develop environmental discourse, it remains important to ensure that they inspire meaningful change, enhance dialogue, and contribute to a more environmentally conscious future.

References

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  48. ↑ 48.0 48.1 Gerrath, Maximilian; Olya, Hossein; Shah, Zahra; Li, Huaiyu (March 2024). "Virtual influencers and pro-environmental causes: The roles of message warmth and trust in experts". Journal of Business Research. 175 – via Science Direct.
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