You're using an outdated browser. Please upgrade to a modern browser for the best experience.
Submitted Successfully!
Thank you for your contribution! You can also upload a video entry or images related to this topic. For video creation, please contact our Academic Video Service.
Version Summary Created by Modification Content Size Created at Operation
1 Alexandru-Cosmin Apostol -- 1783 2025-12-16 09:44:14 |
2 Format Correct Abigail Zou Meta information modification 1783 2025-12-16 09:49:37 |

Video Upload Options

We provide professional Academic Video Service to translate complex research into visually appealing presentations. Would you like to try it?
No, upload directly Yes
Cite
If you have any further questions, please contact Encyclopedia Editorial Office.
Apostol, A.; Asiminei, R. De-Influencing as a Means of Preventing Overconsumption. Encyclopedia. Available online: https://encyclopedia.pub/entry/59361 (accessed on 16 December 2025).
Apostol A, Asiminei R. De-Influencing as a Means of Preventing Overconsumption. Encyclopedia. Available at: https://encyclopedia.pub/entry/59361. Accessed December 16, 2025.
Apostol, Alexandru-Cosmin, Romeo Asiminei. "De-Influencing as a Means of Preventing Overconsumption" Encyclopedia, https://encyclopedia.pub/entry/59361 (accessed December 16, 2025).
Apostol, A., & Asiminei, R. (2025, December 16). De-Influencing as a Means of Preventing Overconsumption. In Encyclopedia. https://encyclopedia.pub/entry/59361
Apostol, Alexandru-Cosmin and Romeo Asiminei. "De-Influencing as a Means of Preventing Overconsumption." Encyclopedia. Web. 16 December, 2025.
Peer Reviewed
De-Influencing as a Means of Preventing Overconsumption
This is a peer-reviewed entry published in Encyclopedia Journal, full entry can be found at 10.3390/encyclopedia5040202

De-influencing is an emerging trend that appeared in 2023 on the TikTok platform as a reaction to overconsumption. De-influencers are content creators who, through their videos, seek to discourage consumers from purchasing products or services widely promoted by major brands. They position themselves in opposition to traditional social media influencers, who are oriented toward paid brand promotion and driven by the commercial logic of the influencer marketing. Through their content, de-influencers advocate for the mindful use of the planet’s resources and for the consumption of goods and services in a way that meets present needs without compromising the ability of future generations to meet their own. Thus, the de-influencing movement has been grounded in the growing awareness of the multiple dangers posed by excessive consumption of goods, products, and services—overconsumption having negative effects on natural resources, which are diminishing exponentially and ultimately generating major imbalances in both the environment and society.

de-influencing de-influencer overconsumption sustainable consumption social-media
Today, the characteristics of consumer behavior and purchasing decisions have become particularly complex and are strongly shaped by the messages conveyed by social media influencers [1], who are regarded as a type of “independent third-party endorser who shapes audience attitudes through blogs, tweets, and the use of other social media” [2]. A large portion of social media influencers represent a component of the influencer marketing ecosystem—a vast market projected to reach a global value of 32.55 billion dollars in 2025 [3]. Alongside these types of influencers, who are paid by major globally recognized brands to promote goods, products, or services on social media platforms, a new trend has emerged over the past three years: the “de-influencing” movement, which aims to discourage overconsumption—due to its harmful effects on the environment—while emphasizing the importance of adopting sustainable consumption practices. Through their content, de-influencers advocate for the mindful use of the planet’s resources and for the consumption of goods and services in a way that meets present needs without compromising the ability of future generations to meet their own. In other words, de-influencers position themselves in opposition to traditional social media influencers, who are dominated by the commercial logic of the market, and instead discourage certain purchases while promoting alternatives considered to be more sustainable and environmentally friendly [4]. De-influencing has two precursor movements: de-marketing, which had an indirect influence, and the anti-haul movement, which had a direct influence. While de-marketing represents a marketing tool used by organizations to reduce or control consumption by discouraging consumers from purchasing [5], the anti-haul phenomenon was grounded in a form of critical communication coming from content creators, who used the algorithmic visibility mechanisms of video-sharing platforms such as YouTube to disseminate anti-consumption messages [6].
Even though it is difficult to pinpoint an exact date of emergence, the first visible manifestations of de-influencing are placed in January 2023, when a new trend that appeared on TikTok gained massive popularity in an extremely short period of time [7]. At that time, the initial TikTok videos discouraged the purchase of products considered “popular” among consumers. De-influencing was predominantly observed in the beauty and fashion sectors, later expanding to other domains.
Since then, de-influencing has evolved into a genuine global movement in response to the dominance of influencer marketing, while simultaneously gaining widespread traction across social media platforms—particularly on TikTok [8]. According to data from September 2025, the number of TikTok posts containing the hashtag #deinfluencing is approximately 93,900, while around 6338 posts appear under #deinfluencer, many of which are also grouped under #deinfluencing [9].
The spread of the de-influencing movement on TikTok has enjoyed unexpected success also because content creators relied on discursive practices that are easily accessible to the public: very short videos that immediately capture attention and deliver concise, impactful messages that prompt deep reflection on the importance of conscious and sustainable consumption choices, with highly engaging and tension-filled content that quickly draws viewers in [10]. In other words, TikTok is undeniably a social media platform conducive to the viralization of brief and provocative messages, to a much greater extent than a video-sharing platform such as YouTube [11]. Additionally, the emergence of de-influencing can also be explained through the oversaturation of influencer marketing, compounded by the decline in influencers’ credibility due to the increasing prevalence of sponsored content with an overtly commercial character, which leads audiences to perceive such influencers as inauthentic once they become embedded in market-driven logics [12].
At the outset, the videos shared on TikTok by the exponents of the new movement conveyed ideas grounded in transparency and authenticity, representing, among other things, a form of resistance against the recommendations of traditional social-media influencers who already enjoyed high popularity [7]. Moreover, de-influencers seek to communicate messages that encourage the reduction in consumption, promoting responsible consumer behaviors and, implicitly, sustainable lifestyles [13].
Based on these considerations, it can be argued that the phenomenon of de-influencing is grounded in the growing awareness of the multiple dangers associated with excessive consumption of goods, products, and services. Overconsumption has many negative effects on natural resources, which are diminishing exponentially, ultimately generating major imbalances in both the environment and the social sphere [14]. Moreover, overconsumption is a particularly complex phenomenon upon which the concept of sustainable consumption has been built—a distinct form of long-term, purpose-driven consumer behavior [15], grounded in the recognition of the lasting effects that individual consumption practices generate on society and the environment [16]. Thus, de-influencers have come to play an increasingly important role in defending responsible consumption habits and highlighting the impact of overconsumption on shaping consumer behavior [13]. This has also been reflected in the intense public debate sparked in the media since the emergence of the phenomenon [17][18][19]. De-influencing has been described as a critical reaction to overconsumption, consumerist culture, and the aggressive marketing widely displayed by traditional social media influencers. At the same time, such articles [17][18][19] have emphasized that de-influencing can be categorized among the new strategies of consumer influence, initially seeking to establish itself as a form of consumer education—by inviting audiences to engage in deeper reflection before making purchases—as well as a mechanism to discourage the acquisition of products considered unnecessary, overpriced, or ethically problematic. In practice, de-influencers aim to encourage the reduction in compulsive buying, guiding consumers toward alternatives to products promoted through covert advertising, or even toward purchasing second-hand goods.
As Bainotti points out [7], alongside content creators aligned with the #deinfluencing trend—who demonstrate genuine resistance to the influencer industry and to TikTok itself by rejecting an idealized lifestyle rooted in excessive consumerism and closely tied to the display of social status, success, and prestige—other categories of de-influencers can also be identified. These individuals distinguish themselves either by promoting inexpensive alternatives to goods, products, or services perceived as “more authentic” and more trustworthy than fashionable brands, or by seeking to increase their personal visibility and build a personal brand through the creation of viral content that exploits consumers’ vulnerabilities related to purchasing decisions. Precisely for this reason, the question arises as to what extent some adherents of the de-influencing movement truly believe in the values they promote and genuinely intend to offer sustainable consumption recommendations—abandoning, in turn, the pursuit of monetization and the desire to gain notoriety by capitalizing on this very trend. Moreover, there is an inherent paradox in the fact that such de-influencers use TikTok themselves, while simultaneously criticizing the social media platform for enabling traditional influencers to rapidly generate profit and personal benefits through the promotion of brands associated with overconsumption.
In an attempt to examine the social media impact of de-influencing on audiences, Elhajjar & Itani [20] highlighted that the development of this phenomenon aims to encourage consumers to:
  • make conscious, rational, and well-informed choices based on their real needs, without negatively affecting future generations;
  • become aware of the harmful impact of excessive purchases and overconsumption in the medium and long term;
  • reduce overall consumption and, in some cases, embrace minimalism as a lifestyle;
  • consider sustainable alternatives to the products and services they used to purchase regularly;
  • limit the materialistic aspects inherent to influencer marketing and decrease impulsive consumption;
  • save money by giving up unnecessary goods, products, and services;
  • raise awareness about overpriced trends.
It can be easily observed that the de-influencing movement represents a form of cause-oriented influencing, as it spreads ideas aimed at raising awareness of the social tensions generated by environmental and societal issues, thereby promoting social and ecological responsibility [21]. Moreover, the severe environmental degradation witnessed in recent decades and, consequently, the climate crisis are considered key catalytic factors behind the emergence of de-influencing [20]. In contrast to traditional influence, which promotes consumption through social media, the de-influence movement emphasizes the importance of shaping a pattern of responsible consumption. The transformation of consumer behaviors and attitudes should therefore be directed toward sustainability and well-being, thereby contributing to genuine social and individual change. In this way, de-influencing moves beyond the simplistic notion of forming consumption patterns, habits, and preferences grounded almost exclusively in the prestige and notoriety of certain brands. Furthermore, TikTok is considered to serve these ideals in an apparently paradoxical manner, as its technical functioning mechanisms provide the very means for de-influencers’ messages to truly resonate with consumers—promoting ethical, sustainable consumption practices that support the improvement of both individual and collective well-being [21].
Due to its visibility on social media platforms such as TikTok and Instagram, de-influencing has primarily captured the attention of Generation Z and Millennials. It is perceived as a movement rejecting consumer culture by spreading messages that encourage the reduction in unnecessary or less essential spending—expenses that can easily be avoided without affecting daily life [22].
Young people from these new generations have been particularly drawn to the de-influencing trend, largely in response to the global crises of the past decade—economic recessions, armed conflicts, the COVID-19 pandemic, the rise in so-called eco-anxiety [23][24]—and within a broader context in which they experience consumer guilt, that is, a sense of dissonance between their awareness of the world’s problems and the persistent pressure to consume [19].
In fact, de-influencing also represents a response from consumers themselves—one that can be interpreted as a critique of the perceived lack of authenticity in traditional influencer marketing. From this perspective, the de-influencing movement can also be understood as a developmental stage in the evolution of influencer marketing, serving as a strong wake-up call for brands, which are now compelled to adopt greater honesty and transparency when designing their promotional strategies through influencers. As Plazibat & Marunica [22] explain, when people get involved with the #deinfluencing movement, it helps them pause and think more carefully about what they buy and why, making them more aware of their choices as consumers. Consequently, major brands are being forced to reinvent their digital marketing strategies in closer alignment with the growing ethical and social responsibility expectations expressed by consumers.

References

  1. Godey, B.; Manthiou, A.; Pederzoli, D.; Rokka, J.; Aiello, G.; Donvito, R.; Singh, R. Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior. J. Bus. Res. 2016, 69, 5833–5841.
  2. Freberg, K.; Graham, K.; McGaughey, K.; Freberg, L.A. Who are the social media influencers? A study of public perceptions of personality. Public Relat. Rev. 2011, 37, 90–92.
  3. Influencer Marketing Hub. Influencer Marketing Benchmark Report. 2025. Available online: https://influencermarketinghub.com/influencer-marketing-benchmark-report (accessed on 30 July 2025).
  4. Johnson, A. Rise of the Deinfluencer: Growing Social-Media Movement Challenges Influencers and Consumerism. Forbes, 8 March 2023. Available online: https://www.forbes.com/sites/ariannajohnson/2023/03/08/rise-of-the-deinfluencer-growing-social-media-movement-challenges-influencers-and-consumerism (accessed on 25 July 2025).
  5. Gerstner, E.; Hess, J.; Chu, W. Demarketing as a differentiation strategy. Mark. Lett. 1993, 4, 49–57.
  6. Wood, R. ‘What I’m not gonna buy’: Algorithmic culture jamming and anti-consumer politics on YouTube. New Media Soc. 2021, 23, 2754–2772.
  7. Bainotti, L. Trending resistance: A study of the TikTok #deinfluencing phenomenon. AoIR Sel. Pap. Internet Res. 2023.
  8. Costello, J.; Yesiloglu, S. (Eds.) Influencer Marketing: Building Brand Communities and Engagement; Taylor & Francis: London, UK, 2025.
  9. TikTok. Hashtag Statistics for #Deinfluencing and #Deinfluencer. Available online: https://www.tiktok.com (accessed on 15 September 2025).
  10. Bishop, S. Algorithmic experts: Selling algorithmic lore on YouTube. Soc. Media Soc. 2020, 6, 1–11.
  11. Zulli, D.; Zulli, D.J. Extending the Internet meme: Conceptualizing technological mimesis and imitation publics on the TikTok platform. New Media Soc. 2022, 24, 1872–1890.
  12. Audrezet, A.; De Kerviler, G.; Moulard, J.G. Authenticity under threat: When social media influencers need to go beyond self-presentation. J. Bus. Res. 2020, 117, 557–569.
  13. Elsantil, Y.; Sekar, S.B.; Abo Hamza, E.; Bedair, K. From promotion to prevention: The influence of de-influencers on sustainable consumer behavioral intentions. Cogent Bus. Manag. 2025, 12, 2462271.
  14. Håkansson, A. What is overconsumption?–A step towards a common understanding. Int. J. Consum. Stud. 2014, 38, 692–700.
  15. WCED. Our Common Future; World Commission on Environment and Development, United Nations; Oxford University Press: Oxford, UK, 1987.
  16. Kadic-Maglajlic, S.; Arslanagic-Kalajdzic, M.; Micevski, M.; Dlacic, J.; Zabkar, V. Being engaged is a good thing: Understanding sustainable consumption behavior among young adults. J. Bus. Res. 2019, 104, 644–654.
  17. Espada, M. TikTok’s ‘De-Influencing’ Trend Is Here to Tell You What Stuff You Don’t Need to Buy. Time, 31 January 2023. Available online: https://time.com/6251346/tik-tok-deinfluencers-reviews (accessed on 1 August 2025).
  18. Karimi, F. Forget the Influencers. Here Come the ‘Deinfluencers’. CNN, 11 June 2023. Available online: https://edition.cnn.com/2023/06/11/us/deinfluencing-tiktok-trend-explained-cec/index.html (accessed on 2 August 2025).
  19. Chokrane, B. What Is Deinfluencing? Unpacking TikTok’s Unlikeliest Shopping Trend. Vogue, 21 December 2023. Available online: https://www.vogue.com/article/what-is-deinfluencing (accessed on 2 August 2025).
  20. Elhajjar, S.; Itani, O.S. Examining the impact of social media de-influencing on audiences. Internet Res. 2025. ahead of print.
  21. Koivunen, K.; Haanpää, M.A.A.; Saraniemi, S. The emergence of cause-oriented influencers–conceptualizing de-influencing on TikTok. J. Bus. Res. 2025, 197, 115463.
  22. Plazibat, I.; Marunica, S. The impact of artificial intelligence and of the #deinfluencing trend on influencer marketing. In Economic and Social Development (Book of Proceedings), 110th International Scientific Conference on Economic and Social Development—“ESG Evolution: Charting the Path to Responsible Governance” (XII. OFEL), Dubrovnik, Croatia, 5–6 April 2024; Varazdin Development and Entrepreneurship Agency: Varazdin, Croatia, 2024; pp. 75–83. Available online: https://www.esd-conference.com/upload/book_of_proceedings/Book_of_Proceedings_esdOFEL2024_Online.pdf#page=81 (accessed on 20 August 2025).
  23. Brophy, H.; Olson, J.; Paul, P. Eco-anxiety in youth: An integrative literature review. Int. J. Ment. Health Nurs. 2023, 32, 633–661.
  24. Sharma, N.; Paço, A.; Rocha, R.G.; Palazzo, M.; Siano, A. Examining a theoretical model of eco-anxiety on consumers’ intentions towards green products. Corp. Soc. Responsib. Environ. Manag. 2024, 31, 1868–1885.
More
© Text is available under the terms and conditions of the Creative Commons Attribution (CC BY) license; additional terms may apply. By using this site, you agree to the Terms and Conditions and Privacy Policy.
Upload a video for this entry
Information
Subjects: Business, Finance
Contributors MDPI registered users' name will be linked to their SciProfiles pages. To register with us, please refer to https://encyclopedia.pub/register : Alexandru-Cosmin Apostol ,
Romeo Asiminei
View Times: 6
Online Date: 16 Dec 2025
Table of Contents
    Notice
    You are not a member of the advisory board for this topic. If you want to update advisory board member profile, please contact office@encyclopedia.pub.
    OK
    Confirm
    Only members of the Encyclopedia advisory board for this topic are allowed to note entries. Would you like to become an advisory board member of the Encyclopedia?
    Yes
    No
    ${ textCharacter }/${ maxCharacter }
    Submit
    Cancel
    There is no comment~
    ${ textCharacter }/${ maxCharacter }
    Submit
    Cancel
    ${ selectedItem.replyTextCharacter }/${ selectedItem.replyMaxCharacter }
    Submit
    Cancel
    Confirm
    Are you sure to Delete?
    Yes No
    Academic Video Service
    Feedback