Eco behavioral patterns of consumers under the influence of nano-influencers in social media

Abstract

Digital mechanisms of social interaction in social media increasingly influence consumer behavior patterns, particularly in the context of promoting environmentally responsible practices. The growing role of micro- and nano-influencers introduces new approaches to communication, where personal engagement, trust, and emotional involvement become key drivers of behavioral change. Despite the growing attention to sustainable consumption, the mechanisms that link cognitive and affective processes to the impact of digital opinion leaders remain insufficiently explored, underscoring the scientific and practical significance of this issue. The purpose of this study is to determine the impact of nano-influencers on the development of consumers’ ecological awareness, to analyze cognitive and affective decision-making mechanisms in the context of sustainable consumption, and to develop scientifically grounded recommendations for optimizing digital communications to encourage environmentally responsible behavior. Methods. The methodology is based on a combined approach, comprising content analysis of nano-influencer publications on social networks, surveys of target audiences, and statistical processing of both quantitative and qualitative data. Special attention was paid to the study of cognitive schemas of consumers that integrate ecological awareness into their decision-making, as well as to the evaluation of influence parameters of nano-influencer content, such as authenticity, interactivity, and publication frequency. Results. The obtained results indicate that nano-influencers generate a high level of trust in environmentally oriented brands and encourage a shift in consumer strategies toward sustainable consumption. It was established that the effectiveness of communication is mediated by cognitive-affective perception mechanisms and social identification, which determine priorities in selecting products based on sustainability criteria. Interactive engagement and a personalized approach of nano-influencers enhance motivation to change consumer habits and readiness to implement environmentally rational strategies. The conclusions confirm that integrating nano-influencers into marketing communications is an effective tool for shaping responsible consumer behavior and promoting sustainable products. The obtained data enable the development of recommendations to optimize digital communications on social media, increase ecological awareness among audiences, and promote sustainable consumer practices. The practical significance lies in the possibility of utilizing the identified mechanisms to design comprehensive marketing strategies for brands that prioritize environmentally responsible interactions with users and enhance the effectiveness of communication campaigns.