Abstract/Summary

This study aims to examine the role of AI-powered virtual influencers in encouraging green behavior among social media users. Drawing on the Computers-Are-Social-Actors (CASA) paradigm and integrating Source Attractiveness and Source Credibility models, this study proposes a framework that offers comprehensive insights into the psychological mechanisms through which virtual influencers (VIs) impact their followers’ pro-environmental intentions. An online survey was conducted and a total of 603 valid responses were collected from social media users who followed VIs and engaged with green contents. Social cues (anthropomorphism, warmth, and competence) and source credibility (attractiveness, homophily, authenticity, and expertise) were found to positively influence social presence and trust. In turn, social presence and trust influence pro-environmental intentions. Environmental self-identity strengthens the relationship between social presence and pro-environmental intention but attenuates the effect of credibility on these intentions. This study contributes to the literature on VIs and sustainable behavior to explain the mechanisms governing pro-environmental engagement. It also provides practical implications for business strategies aimed at fostering customers’ green behaviors and driving a better and sustainable future.