Authors : Anuradha Dhiman; Subodh Kumar

Volume/Issue : Volume 11 - 2026, Issue 2 - February

Google Scholar : https://tinyurl.com/yz4fz7pw

Scribd : https://tinyurl.com/43byy4ed

DOI : https://doi.org/10.38124/ijisrt/26feb237

Note : A published paper may take 4-5 working days from the publication date to appear in PlumX Metrics, Semantic Scholar, and ResearchGate.

Abstract : De-influencing, an emerging trend on social media platforms like Instagram, represents a counter-movement to traditional influencer marketing by encouraging consumers, particularly Generation Z (Gen Z), to avoid unnecessary purchases and embrace mindful consumption. This secondary data study synthesizes existing research from 2020–2025 to examine how de-influencing impacts Gen Z's buying behavior through the mediating role of credibility. Drawing from qualitative and quantitative studies, surveys, and consumer reports - including recent 2025 data from McKinsey, Deloitte, and PwC - the analysis reveals that de-influencing enhances perceived authenticity and trust, leading to reduced impulse buying (by up to 13% in spending cuts) and increased preference for sustainable alternatives among Gen Z. Key findings indicate that 62% of Gen Z trust peer reviews over influencer endorsements, 76% prioritize sustainability in purchases, and de-influencing content sways purchasing decisions more than promotional influencing, with 73% willing to pay premiums for ethical options. The study highlights implications for marketers, emphasizing the shift toward ethical and transparent practices amid economic pressures and climate anxiety. Limitations include reliance on secondary sources and potential sample biases, suggesting avenues for primary, longitudinal research.

Keywords : De-influencing, Social Media, Gen Z, Consumer Behavior, Credibility, Anti-Consumption, Sustainability.

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