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Aspects of consumption are becoming increasingly important as the current approach fails to solve manycollective socio-economic phenomena that lead to poverty, hunger and unemployment. There is no doubtthat the current approach is either in the form of concepts, principles, theories or models that have beenused to analyse and understand the discipline of consumption in theory and practice. However, the currentapproach which is based on ‘tasawwur’ and Western epistemology are not suitable to be applied to theculture of the East, especially the Muslim community because of the differences in background beliefs,culture and environment. This reality highlighted the importance of Islamic approach. However, theexisting of Islamic approach is smaller compared to its conventional counterparts. It justifies building anew approach that reflects on ‘tasawwur’, epistemology and the ontology of Islam. Keywords: Hierarchical Consumption, Muslim Consumer, Socioeconomic, Islamic Approach

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Lack of pro-environmental behaviours from the millennials can be detrimental to current attempts to preserve the environment. However, these millennials do trust their opinion leaders who consist of social influencers. Thus, social influencers play an important role in projecting pro-environmental behaviours and persuading their followers in embracing proenvironmental behaviours. Pro-environmental behaviours can be elicited from the millennials from their opinion leaders. The paper employed a qualitative case study to investigate social influencers' narrative persuasion in eliciting pro-environmental behaviours from their followers. Two social influencers who were language educators participated in the study. These social influencers had more than 1000 followers on their social media accounts. Data were taken from online observation and semi-structured interviews. Data were analysed using thematic analysis. Peer debriefing was used to increase trustworthiness. The findings indicated that these social influencers used narrative transportation, identification and emotions to persuade their followers to exhibit pro-environmental behaviours. Each informant had the environmental issues that they championed and had a deep personal attachment with the issue. They were more concerned with engaging fellow citizens to be more responsible consumers and conserve the environment. They were aware of local and global environmental concerns.

Nowadays, more environmentalists are using social media platforms to raise awareness on environmental issues such as persuading followers to undertake pro-environmental behaviours. However, to date, studies on the role of social media and social influencers in disseminating pro-environmental behaviours are very limited. Therefore, the aims of the present study are to investigate students' pro-environmental behaviours, their levels of advertising literacy and the leadership qualities of social influencers. Data were collected using an online questionnaire consisting of four sections: demographic information, proenvironmental behaviours, levels of advertising literacy and leadership qualities of the social influencers. Respondents were 128 university students who were active social media users at the largest comprehensive university in Malaysia. Data were analysed using descriptive statistics. Our findings highlighted that university students exhibit pro-environmental behaviours in their daily lives. In addition, these students who were active social media users understood the impact of social media advertising on their lives. Moreover, findings showed that university students trust the leadership of social media influencers due to their qualities. The paper concludes by suggesting university management and policymakers to harness the role of social media and social influencers to promote pro-environmental behaviours to citizens especially the younger generation. Moving forward, more studies on the role of social media influencers in disseminating pro-environmental behaviours to followers should be conducted to understand environmental leaderships through social media platforms.

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