Do social media self-care influencers promote unsustainable consumption? A mixed methods study

Social media influencers have emerged as powerful forces shaping consumer behavior, often driving individuals to replicate their actions and preferences. However, the impact of these influencers on unsustainable consumption behavior (USCB) remains underexplored. This exploratory sequential mixed-method study, grounded with the theories namely social influence theory, parasocial theory and source credibility model, investigates the relationships between exposure to social media influencers (ESCI), perceived authenticity (PA), parasocial relationships (PR), desire to mimic (DTM), and USCB. Combining qualitative interviews and quantitative surveys, this study analyzes data from 366 exclusively female participants to uncover the psychological mechanisms underlying these influences applying partial least square structural equation modelling (PLS-SEM) using SmartPLS 4. The findings reveal that ESCI has both direct and indirect effects on DTM and USCB. Directly, ESCI influences PA, PR and DTM, fostering emotional connections and the desire to imitate influencers. Indirectly, ESCI affects USCB through mediating factors, such as PA and DTM. Exposure to social media influencers enhances perceived authenticity and parasocial relationships, which in turn promotes the desire to mimic and, ultimately, lead to unsustainable consumption behaviors. Although ESCI directly influences USCB, parasocial relationships do not have a direct effect on USCB, suggesting that emotional connections alone do not necessarily lead to unsustainable consumption. Additionally, generational differences were observed, with Generation Z showing a stronger inclination to mimic influencers compared to Millennials, who placed more importance on authenticity. These insights are valuable for marketers seeking to understand the psychological drivers of consumer behavior and emphasize the importance of balancing influence with ethical consumption practices. The authors contribute to the literature on unsustainable consumption behavior and self-care social media influencers along with expansion of theories with novel context of influencer driven consumption. This study contributes to the growing body of research on influencer marketing, consumer psychology and sustainability, offering actionable insights for promoting responsible consumption in the digital age.