The Rise of the Deinfluencers: Perceived Similarity and Anticipated Emotions in Advocating Mindful Consumption on Social Media

Summary

This paper examines how deinfluencers — creators who discourage purchases and promote simpler, sustainable living — affect consumers’ mindful consumption. Drawing on social cognitive theory, the authors propose and test a model across four studies. Key mechanisms are perceived homophily (similarity) with the deinfluencer and anticipated self-conscious emotions (pride and guilt). These psychological pathways predict mindful consumption intentions, which in turn predict willingness to pay more for sustainable products, engagement with deinfluencer content, and actual mindful consumption behaviour.

Key Points

Consumers report greater attitudinal and value homophily with deinfluencers than with traditional influencers.
Perceived homophily activates anticipated pride and anticipated guilt, which mediate increased intentions for mindful consumption.
Mindful consumption intentions predict both willingness to pay a premium for sustainably produced offerings and intentions to engage with deinfluencer content.
Study 4 shows the model translates beyond intentions: pathways lead to measurable, real-world mindful consumption behaviour.
The research advances influencer marketing literature by identifying deinfluencers as an emergent force for anti-consumption and sustainability advocacy.

Context and relevance

As sustainability and conscious buying move up consumer agendas, the deinfluencer phenomenon reframes influencer power: not to sell, but to slow consumption. This paper links established theories (homophily, anticipated pride/guilt, social cognitive theory) to modern social media dynamics, showing emotional self-regulation is a plausible route from online messaging to real buying behaviour.

Author style

Punchy — the authors pack experimental and real-world evidence into a concise model. If you work in marketing, sustainability comms or social media research, this study flags a strategic shift: creators can drive less buying, not more. Read the details if you need solid, theory-backed insight rather than trend chatter.

Why should I read this?

Want to know why some creators are telling people to buy less — and why followers actually listen? This paper shows the psychological nuts-and-bolts: feeling similar to a deinfluencer sparks pride and guilt that nudge people toward mindful choices. Short version: it’s not just a TikTok fad — there are repeatable mechanisms here worth knowing if you care about sustainable marketing or community-driven behaviour change.