Digital Influencers as Drivers of Purchase Intentions and Promoters of Conscious Consumption

Adriana José De Oliveira¹Helena Costa Oliveira^1*João Paulo Martins²Mariana Areal¹

• ¹Instituto Superior de Contabilidade e Administracao do Porto, Matosinhos, Portugal
• ²Instituto Politecnico do Porto Instituto Superior de Engenharia do Porto, Porto, Portugal

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