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The power of influencers: How moral image drives suboptimal food consumption

Author

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  • Guan, Biyu
  • Li, Xin
  • Zeng, Shiyu
  • Liu, Pei
  • Sun, Hailong

Abstract

Suboptimal food consumption plays a pivotal role in reducing food waste and promoting sustainable food systems. As digital platforms evolve, social media influencers have become powerful agents in shaping consumers' ethical and sustainable choices. While prior research has primarily focused on influencers' appearance image or expertise image, the potential of their moral image remains underexplored. This study aims to investigate whether, how, and when influencers' moral image affects consumer suboptimal food consumption. Drawing on moral identity theory, we conducted four experiments involving 662 participants from China and the U.K. Results revealed that influencers with a prominent moral image significantly increase consumers' suboptimal food consumption, especially for virtual influencers, through the activation of moral identity. Moreover, this mediating effect is moderated by the influencers’ autonomy, with stronger effects observed for influencers with high autonomy. This research provides valuable insights for marketers in e-commerce aiming to promote sustainable consumption, suggesting that moral image and greater autonomy of influencers can effectively drive environmentally friendly food decisions.

Suggested Citation

  • Guan, Biyu & Li, Xin & Zeng, Shiyu & Liu, Pei & Sun, Hailong, 2026. "The power of influencers: How moral image drives suboptimal food consumption," Journal of Retailing and Consumer Services, Elsevier, vol. 88(C).
    • Handle: RePEc:eee:joreco:v:88:y:2026:i:c:s0969698925002413
    DOI: 10.1016/j.jretconser.2025.104462
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