This study explores the impact of social media influencers on sustainable consumption, focusing on the role of influencer importance and credibility. Using network theory and the theory of mind, the research examines how these factors influence cognitive, affective, and conative sustainable consumption behaviors. Data from 427 consumers were collected and analyzed using structural equation modeling (SEM). The findings indicate that influencer importance positively affects credibility, which in turn positively influences sustainable consumption. However, influencer importance does not significantly impact sustainable consumption directly. The study highlights the importance of both influencer importance and credibility in promoting sustainable consumption and provides insights for social marketers and influencers to optimize their strategies. The research contributes to the literature by extending the understanding of how influencers shape consumer behavior and promoting sustainable consumption.This study explores the impact of social media influencers on sustainable consumption, focusing on the role of influencer importance and credibility. Using network theory and the theory of mind, the research examines how these factors influence cognitive, affective, and conative sustainable consumption behaviors. Data from 427 consumers were collected and analyzed using structural equation modeling (SEM). The findings indicate that influencer importance positively affects credibility, which in turn positively influences sustainable consumption. However, influencer importance does not significantly impact sustainable consumption directly. The study highlights the importance of both influencer importance and credibility in promoting sustainable consumption and provides insights for social marketers and influencers to optimize their strategies. The research contributes to the literature by extending the understanding of how influencers shape consumer behavior and promoting sustainable consumption.