Fostering Sustainability: Strategic Approaches of Indonesian Micro-Influencers in Building Parasocial Relationships on Instagram

Overconsumption is a major contributor to contemporary environmental degradation, highlighting the need to promote sustainable living practices. In recent years, sustainability micro-influencers have emerged on Indonesian social media, particularly Instagram, to advocate sustainable lifestyles. Through continuous content sharing, these micro-influencers form one-sided yet meaningful bonds, known as parasocial relationships, with their audiences. This study aims to examine the strategic approaches used by sustainability micro-influencers to foster parasocial relationships and promote sustainability. Using qualitative content analysis, this study analyzed 110 Instagram Reels posted by three Indonesian sustainability micro-influencers between March and April 2025. The selected influencers had 10,000–100,000 followers and engagement rates above 3%. The analysis identified five key strategies. First, everyday sustainability practices are showcased to enhance psychological similarity and relatability. Second, authentic and relevant self-disclosure builds trust, credibility, and likeability. Third, accessible environmental communication, grounded in daily life, strengthens perceived closeness and empathy. Fourth, participatory interactions such as personalized engagement and calls to action create an illusion of two-way communication. Finally, resisting unsustainable consumption through counter-narratives reinforces consistent sustainable values. The findings contribute to parasocial relationships literature and offer practical insights for influencers, policymakers, and marketers designing sustainability-focused campaigns.