Can Avatars Amplify the Effectiveness of Request-Based and Default-Change Messages Aimed at Triggering Pro-environmental Tourist Behavior?

Avatars are increasingly used in hotels, but their potential to encourage pro-environmental behavior has not been extensively investigated to date. This study examines the interaction between green message approaches and avatar styles. Results from five survey experiments reveal a congruity effect between message approaches (request-based vs. default-change) and avatar styles (realistic vs. cartoon-style): guests show greater pro-environmental intention when a realistic-style avatar makes a direct request; a cartoon-style avatar is more effective when promoting default changes in service. This effect is mediated by the inference of manipulative intent. Furthermore, the study identifies three boundary conditions—identification, environmental awareness, and skepticism toward green practices. These findings contribute to the sustainable tourism literature by offering theoretical explanations of the observed congruity effects. It also leads to immediate recommendations on how message approach in hotels can be improved to maximize the likelihood of tourists behaving in more sustainable ways.