DEINFLUENCING MOVEMENTS: A GLOBAL SHIFT TOWARD TRANSPARENCY, MINIMALISM, AND ETHICAL BUYING.

Abstract

The present theoretical study investigates the worldwide deinfluencing phenomenon, which signifies an increasing trend towards transparency, minimalism, and ethical purchasing in consumer behavior. By advocating a more deliberate approach to buying choices, deinfluencing questions the conventional notions of excessive consumerism. The present study investigates the genesis and development of deinfluencing, placing it within the wider framework of historical patterns in consumer behavior and current marketing tactics. The key factors examined include perceived credibility, persuasiveness of the message, emotional impact, intention to purchase, and ethical issues. The objective of the study is to offer a comprehensive description of the impact of deinfluencing on consumer attitudes and behaviors, as well as its interaction with brand experience and loyalty. Through the integration of perspectives derived from both historical and contemporary literature, this study provides marketers with significant implications for aligning their tactics with the changing principles of transparency and sustainability.