The rise of social media has significantly influenced consumption behaviour, with influencers shaping purchasing decisions across industries. However, a counter-movement—de-influencing—has emerged, urging consumers to rethink their buying habits and embrace conscious consumption. This study explores how de-influencers impact consumer decision-making by discouraging excessive and unsustainable purchases. This study employs the theoretical framework of Consumer Resistance Theory. Through an online survey of 192 respondents, the research examines factors such as trust in de-influencers, follower congruence, ethical concerns, and message content in shaping anti-consumption tendencies. The findings show that de-influencers are linked to attitudes that support sustainable consumption. There is a positive relationship between follower alignment and brand avoidance, while ethical concerns are strongly tied to anti-consumption and conscious consumption. A minimalist mindset also aligns with these patterns, indicating that de-influencers influence attitudes that lead to more sustainable choices. The study offers valuable insights for marketers, policymakers, and sustainability advocates, shedding light on the growing digital influence landscape and its implications for sustainable conscious consumption practices.