When green meets gen z: A systematic review of influencer-based sustainable marketing strategies

Abstract

Background: The rapid growth of social media has placed influencer-based green marketing at the forefront of sustainability communication for Generation Z. Although many studies highlight the importance of social media credibility, most still focus on intentions and have not yet examined actual ecological behaviour or regional contextual differences, particularly in Southeast Asia. Methods: This study systematically reviews 50 Scopus Q1–Q3 journal articles published between 2020 and 2025 to synthesise theoretical, methodological, and contextual patterns in influencer-based sustainable marketing. The study was conducted following the PRISMA 2020 guidelines through keyword-based searches on the Scopus, ScienceDirect and SpringerLink databases and analysed using thematic and bibliometric approaches. Findings: The results show that trust, message authenticity, and parasocial relationships are the most consistent predictors of green trust and Generation Z’s purchase intent, while value alignment between influencers and audiences is more influential than popularity. However, the technological efficiency offered by virtual influencers and artificial intelligence (AI)-based content often reduces perceptions of authenticity, creating an “AI-green” paradox. Cross-country comparisons also show that digital ecological literacy remains low in Southeast Asia. Conclusion: The effectiveness of influencer-based green marketing depends on transparent, value-based, and verifiable communication rather than on image or number of followers alone. Novelty/Originality of this article: This research integrates emerging digital phenomena such as AI and virtual influencers into the theoretical framework of green marketing, offering an ethical communication model that links digital credibility with measurable sustainable behaviour.