The value of influencer marketing tactics in raising consumer awareness, engagement, and long-term adoption of sustainable lifestyles is assessed in this study. The study investigates how influencers affect consumer perceptions of environmentally friendly items by evaluating their reliability and credibility. 704 respondents participated in a structured survey that used a Likert scale to evaluate several factors affecting customer trust, purchase intention, and behavioral changes. The results show that consumers' decisions are hugely impacted by influencers, and that engagement is largely driven by credibility. The report also emphasizes how crucial consumer education, authenticity, and openness are to promoting sustainable consumption. To ascertain whether influencer marketing and consumer acceptance of sustainability are related, statistical analysis approaches, such as hypothesis testing, were used. The findings highlight the increasing dependence on growing reliance on social media influencers in shaping purchasing decisions, reinforcing the need for brands to collaborate with credible advocates. The study contributes to marketing literature by providing insights into the effectiveness of influencer-led sustainability campaigns and offers strategic recommendations for businesses promoting eco-friendly products
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