Rethinking Social Influence: Personal Relationships and Political Consumerism

Social influences are omnipresent in the digital age, with social media often perceived as a key driver of behavioral change. However, research on its actual impact is mixed; while some studies suggest substantial influence, others find its effects to be limited. Beyond digital platforms, a broad range of social science research highlights that not all social relationships exert the same level of influence. Certain individuals, often referred to as “central persons” or “social referents”, possess a greater capacity to shape others’ views or behaviors (e.g., Banjeree et al., 2018; Centola, 2018; Earls, 2009; Paluck & Shepherd, 2012; Videras et al., 2012). What remains underexplored is the role of these relationships in promoting environmentally sustainable consumption patterns. This paper focuses on political consumer engagements which are characterized by the desire to consume ethically and environmentally sustainably, and it examines which social relationships are most effective in catalyzing such behaviors. Specifically, it compares the influence of social media influencers and news media to that of family members, friends, scientists, and politicians. It does so by investigating if the likelihood and frequency of political consumerism vary depending on whether an individual consciously perceived influences by someone of these groups of people. Using nationally representative survey data from the Swedish SOM study 2021 (N=1526), the findings identify ‘central persons’, i.e., relatively clear-cut groups of people whose influence comes along with increased and more intensive political consumerism. Partners and spouses, children, and scientists emerge as particularly influential, with those under their influence engaging in political consumerism on a weekly to daily basis. In contrast, individuals without such influences rarely or never engage in these behaviors. For boycotting, a specific form of political consumerism, journalists and writers also appear to have significant influence. Interestingly, social media does not explain political consumerism, challenging common assumptions about its role. The results thus suggest a shift in focus from overemphasizing social media to recognizing the potential of everyday social influencers within personal networks. The findings also underscore that potentially everyone has the capacity to inspire political engagement within their own social circles, thereby broadening the pathways to fostering ethical and sustainable consumption.