'Mumpreneur bloggers': Potential for their digital estates to influence more sustainable consumption

Unsustainable levels of household consumption are continuing to deplete the planet’s natural resources at a seemingly unstoppable rate. To address this complex issue this research focuses on a subset of digital influencer mothers called “mumpreneur bloggers” (Archer 2019a, p.47). The thesis contributes to scholarship through developing a better understanding of mumpreneur bloggers’ perspectives and practices that enforce their role as potential influencers of sustainable consumption. This study demonstrates that as they implement their performative strategies, mumpreneur bloggers have the potential to increase sustainable consumption through a dispersed and interactive process of digital influence.