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Virtual Influencers and Sustainable Brand Relationships: Understanding Consumer Commitment and Behavioral Intentions in Digital Marketing for Environmental Stewardship

Author

Listed:
  • Yu Diao

    (Department of Industrial Design, Kyonggi University, Suwon-si 16227, Republic of Korea)

  • Meili Liang

    (Department of Business Administration, Kyonggi University, Suwon-si 16227, Republic of Korea)

  • ChangHyun Jin

    (Department of Business Administration, Kyonggi University, Suwon-si 16227, Republic of Korea)

  • HyunKyung Woo

    (Graduate School of Technology Management, Kyung Hee University, Yongin-si 17104, Republic of Korea)

Abstract

This investigation examines the psychological mechanisms governing human–virtual influencer relationships and their consequential impact on environmentally-conscious consumer behavior within digital marketing ecosystems. Employing theoretical frameworks from computer-mediated communication and social psychology, this study scrutinizes how algorithmically generated social media personalities cultivate para-social relationships that drive sustainable consumption patterns. The research operationalizes five core virtual influencer characteristics—expertise, similarity, attractiveness, familiarity, and para-social interaction—as predictive variables influencing relationship commitment and subsequent eco-conscious brand engagement. Consumer innovativeness functions as a moderating variable within this theoretical model. The data collection encompassed 677 respondents demonstrating active engagement with sustainability-focused virtual influencer content, analyzed through structural equation modeling (EQS 6.4) and the PLS-SEM methodology (SmartPLS 4.0). The empirical analysis reveals significant positive correlations between virtual influencer characteristics and relationship commitment, with similarity and attractiveness demonstrating the strongest predictive validity. Relationship commitment emerged as a significant mediator influencing sustainable brand attitudes, which subsequently affected purchase intentions for environmentally responsible products. Consumer innovativeness demonstrated positive moderating effects across all virtual influencer characteristics, with particularly robust effects observed for attractiveness and para-social interaction within sustainable brand contexts. This research advances the human–AI interaction literature by elucidating the psychological mechanisms through which virtual influencers facilitate consumer relationship formation and drive behavioral outcomes toward sustainable consumption practices. The findings provide empirically validated strategic frameworks for marketers developing virtual influencer campaigns that promote environmental stewardship, emphasizing the cultivation of perceived similarity and attractiveness while incorporating audience innovativeness as a critical segmentation variable in sustainable marketing initiatives.

Suggested Citation

  • Yu Diao & Meili Liang & ChangHyun Jin & HyunKyung Woo, 2025. "Virtual Influencers and Sustainable Brand Relationships: Understanding Consumer Commitment and Behavioral Intentions in Digital Marketing for Environmental Stewardship," Sustainability, MDPI, vol. 17(13), pages 1-29, July.
    • Handle: RePEc:gam:jsusta:v:17:y:2025:i:13:p:6187-:d:1695650
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    References listed on IDEAS

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    1. Bo-Chiuan Su & Li-Wei Wu & Yevvon-Yi-Chi Chang & Ruo-Hao Hong, 2021. "Influencers on Social Media as References: Understanding the Importance of Parasocial Relationships," Sustainability, MDPI, vol. 13(19), pages 1-19, September.
    2. Alalwan, Ali Abdallah, 2018. "Investigating the impact of social media advertising features on customer purchase intention," International Journal of Information Management, Elsevier, vol. 42(C), pages 65-77.
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