Not a human, not for green? The effectiveness of virtual influencers endorsing green products

Purpose Influencer marketing has emerged as a key strategy for brands to promote green products. The effectiveness of virtual influencers – a newer type of endorser – for these products remains unclear. This study aims to compare the effectiveness of virtual and human influencers in promoting green products and to uncover the key mechanisms that drive their influence. Design/methodology/approach In this research, the hypotheses were examined across three experimental studies. Study 1 initially investigated the effectiveness of virtual influencers in endorsing green products. Study 2 identified perceived altruistic motivation and perceived congruence of product and influencer as key mechanisms. Study 3 explored the moderating effect of language type (rational vs emotional). Findings The findings indicate that virtual influencers are generally less effective than human influencers in promoting green products, largely due to lower perceived altruistic motivation and congruence. Yet, using rational language in promotional posts can enhance the effectiveness of virtual influencers in endorsing these products. Originality/value This study combines the mind perception theory with the match-up hypothesis to explore the intrinsic mechanisms of perceived altruistic motivation and congruence, specifically from an emotional perspective, based on the unique attributes of virtual influencers and green products. These insights guide brands in selecting suitable endorsers for green products in the context of increasing environmental awareness and digitalization.