The article examines the psychological mechanisms through which social-media influencers shape the consumer behavior of Generation Z youth. A literature review identifies three primary channels of influence: perceived influencer credibility, emotional engagement via storytelling, and the stimulation of impulse purchases. It is shown that decision-making cycles among Generation Z are markedly shorter, and that eco-influencers contribute to the formation of sustainable consumption practices. An integrated model is proposed, linking Uses and Gratifications theory, principles of persuasion, and parasocial identification as a mediating factor. The study’s originality resides in its synthesis of these three influence paradigms and in substantiating the role of eco-influencers in advancing Sustainable Development Goal 13. The insights presented will interest researchers at the intersection of behavioral economics and social psychology, as well as professionals in digital marketing and strategic communications who seek to understand the cognitive-motivational mechanisms by which influencers alter the consumer attitudes of young audiences. Moreover, the conclusions will be pertinent to regulatory bodies and educational institutions developing ethical standards and media-literacy programs aimed at fostering critical appraisal of advertising messages among youth.

psychology of influence, influencer marketing, consumer behavior, generation Z, sustainable consumption, social identification

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