A recent study published in the Journal of Retailing and Consumer Services examines the influence of social media influencers with a strong moral image on consumer behavior when it comes to purchasing suboptimal food. This type of food, which is often discarded due to minor cosmetic imperfections, can contribute to reducing food waste and promoting sustainable consumption. The research, conducted by a team from institutions in China, found that influencers projecting a significant moral image were able to significantly increase consumer choices for imperfect food, particularly when the influencer was a virtual entity.

The study highlights the importance of an influencer's perceived autonomy in enhancing their credibility and the effectiveness of their moral image on consumer behavior. When influencers are viewed as acting of their own volition, their moral image is seen as more authentic and is more likely to influence consumers' decisions. Furthermore, the research suggests that even virtual influencers, lacking the emotional depth of humans, can effectively promote sustainable consumption through a strong moral framing that compensates for their perceived lack of authenticity. Overall, influencers with a prominent moral image, especially those perceived as authentic and autonomous, can play a significant role in encouraging responsible consumption choices and reducing food waste.