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Merchandising/Marketing/Retailing: Management

Virtual Influencers and Green Consumption: Unveiling the Impact of Ethics and Credibility on Eco-Friendly Purchasing Intentions

Authors
  • Yu Ju (Rubie) Kao orcid logo (Texas Tech University)
  • Jennifer Yeeun Huh orcid logo (Texas Tech University)

Abstract

Virtual influencers (VIs) present a novel platform to promote eco-friendly consumption. This research aims to investigate the impact of VIs’ characteristics on consumers' green product purchases, drawing on the source credibility model. Specifically, this study examines how VIs' attractiveness, expertise, and trustworthiness influence perceived green quality and subsequent purchase intentions, considering the moderating effect of perceived moral agency. An online survey (n= 435) revealed that these attributes significantly enhance perceived green quality, which mediates the relationship with purchase intentions. Additionally, perceived moral agency moderates this dynamic, emphasizing the importance of ethical positioning. Findings highlight VIs' potential to normalize sustainable behavior, suggesting brands leverage their consistent advocacy and ethical personas to reinforce consumer trust and drive green purchases. This research underscores VIs' role as pivotal agents in advancing green consumption, aligning marketing strategies with sustainability goals.

Keywords: Virtual Influencers, Sustainability, Source Credibility, Green purchase, Perceived Moral Agency

How to Cite:

Kao, Y. (. & Huh, J. Y., (2025) “Virtual Influencers and Green Consumption: Unveiling the Impact of Ethics and Credibility on Eco-Friendly Purchasing Intentions”, International Textile and Apparel Association Annual Conference Proceedings 81(1). doi: https://doi.org/10.31274/itaa.18713

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Published on
2025-01-17

Peer Reviewed