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Environmental guardians: How virtual influencers and human influencers can more effectively promote green products

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  • Wu, Haoyu
  • Li, Wu

Abstract

Brands are increasingly employing virtual influencers (VIs) to promote green products. However, it remains unclear whether VIs are more effective than human influencers (HIs), and what the underlying mechanisms of such effectiveness might be. Through two pilot studies and three experiments, we explore the matching effect of influencer type (virtual influencers vs. human influencers) and advertising appeal (rational vs. emotional) on consumers’ social engagement intention and purchase intention, as well as the impact of engagement intention on purchase intention. Meanwhile, we also examine the mediating role of perceived greenwashing and the moderating role of information transparency. The results show that VIs (HIs) lead to higher engagement intention and purchase intention under rational (emotional) appeal. Engagement intention positively affects purchase intention. Perceived greenwashing mediates the matching effect of the influencer type and advertising appeal. Information transparency moderates the mediating role of perceived greenwashing. When information transparency is high (low), the matching effect of the two affects (does not affect) engagement intention and purchase intention through perceived greenwashing.

Suggested Citation

  • Wu, Haoyu & Li, Wu, 2026. "Environmental guardians: How virtual influencers and human influencers can more effectively promote green products," Journal of Retailing and Consumer Services, Elsevier, vol. 88(C).
    • Handle: RePEc:eee:joreco:v:88:y:2026:i:c:s0969698925003327
    DOI: 10.1016/j.jretconser.2025.104553
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