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

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 changes¹. 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 online². In addition to influencing purchasing decisions, these individuals play a role in promoting activism and political engagement³.

At the same time, the growing influence of eco-influencers has coincided with the rise of digital nomadism. Digital nomads, who often cultivate their own online followings, advocate for remote work, travel, and eco-tourism⁴. While the digital nomad lifestyle has been gaining traction since the early 2000s⁵, its impact is complex. On one hand, it can boost local economies and raise awareness about sustainable travel. On the other, it contributes to challenges such as over-tourism and increased carbon emissions from frequent air travel.

Underlying these trends is a deeper connection between environmental engagement and identity formation⁶. Both eco-influencers and digital nomads foster parasocial relationships with their audiences, influencing behaviour in ways that extend beyond social media³. As these dynamics continue to evolve, they will shape how young people engage with sustainability, presenting both new opportunities and challenges for conservation efforts.

Background & Discussion of Issues

Generation Z/Millennials & Environmental Awareness

Gen Z/Millennials gaining purchasing power and shaping trends, especially through social media.

Highly eco-conscious, seeking lifestyle changes and interested in green energy and sustainability.

Skeptical of traditional marketing, relying more on peer opinions than influencers for decision-making.

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 (Nguyen et al., 2019). 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 (Bartels & Reinders, 2016). However, social pressures and differing personal values can also act as barriers, preventing some consumers from fully committing to sustainable purchasing habits (Huang & Dalton, 2020).

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 (Carrington et al., 2014). Factors such as cost, convenience, lack of knowledge, or social norms frequently prevent consumers from turning sustainable intentions into action (Johnstone & Tan, 2015). 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 gap (Mazar & Zhong, 2010). 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 (Ohanian, 1990). 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 (Lou & Yuan, 2019). 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 (Sokolova & Kefi, 2020). 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 (Horton & Wohl, 1956). 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 (Schouten et al., 2020).

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 (Reinikainen et al., 2020). 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

Green advertising refers to marketing efforts that highlight environmental benefits of certain products or services to promote sustainable consumer behavior. 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.

Eco-labels are certifications given to certain products by third party organizations to indicate a brand meets specific environmental or sustainability standards. 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.

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. 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.

1. • 1. Green advertising influences environmental attitudes, awareness, and directly impacts purchasing behavior.
     2. Eco-labels, while effective in shaping attitudes and awareness, do not directly affect purchasing decisions.
     3. Green advertising as a more effective tool than eco-labels for promoting sustainable products.

Environmental Influencers & Youth Engagement

1. • Social media has transformed how young people engage with environmental activism. Instagram, TikTok, and YouTube offer environmental influencers platforms to promote sustainability, climate action, and conservation. Online influencers on these platforms encourage offline activities—petitioning, protesting, and making moral consumer choices (Boulianne, 2020). Among the driving factors of their power is parasocial relationships (PSRs)—one-way connections audiences form with media figures (Horton & Wohl, 1956). PSRs of a moderate level may increase engagement as they form trust and motivation (Kim & Song, 2016). Attached audiences are more likely to share and act on environmental content posted by an influencer (Abidin, 2021). However, intense PSRs can divert focus away from activism and to the life of the influencer, diluting the message (de Jans et al., 2020). This diversion, which is driven by "influencer culture," can make activism one of adoration instead of action. Social media algorithms further complicate this issue as they tend to favor content with high engagement over purely educational content (Cotter, 2019). In order to create impactful change, environmental influencers must balance strategic messaging and authenticity. Young activists also must be considerate of how they engage, ensuring that they maintain focus on the climate action itself, and not just the leaders of it.
     1. Following environmental influencers encourages political activism (e.g., petitions) and cause-oriented participation (e.g., ethical consumerism).
     2. Parasocial relationships (PSRs) can strengthen engagement but may also dilute focus—low to moderate PSRs help, but high PSRs shift attention away from environmental content.

Digital Nomads

1. • 1. Desire for non-traditional working arrangements, travel, and novel experiences have increased interest of Gen Z/Millennials in working remotely
     2. Many pursue freelancing and remote work to escape the "rat race" and redefine work-life balance.
     3. Digital nomads operate outside traditional work structures and drive disruptive business models.
     4. Digital nomads have implications for eco-tourism, regional economies, social fabric and ecological impact
     5. The combination of corporate needs and employees' demand for flexibility has fueled the rise of digital nomads.

Impact

What positive effects have influencers/nomads had?

1. 1. 1. Notable eco-influencers
      2. Notable digital nomads

1. Engaging young audiences
2. Providing meaningful and achievable solutions to people
3. Spreading awareness of current environmental concerns
4. Remote work has lessened the need for physical office spaces and commutes

What negative effects have influencers/nomads had?

Unrealistic solutions: promoting expensive products

Superficial: doing it for aesthetic or profit

Misguiding: not necessarily experts, use popularity/following as credibility

Green-washing/involvement of corporate interests in influencer marketing

Conclusion