Previous literature on VIs in the context of pro-environmental behavior
| Authors | Purpose | Study type | Key attributes/characteristics of VIs | Findings |
|---|---|---|---|---|
| Jiang et al. (2024) | The research explores the joint effects of VI image, emotional appeal and product involvement in green product endorsement | Quantitative method (experiment) | The research considers that a human-like VI to have a higher realistic image than an animation-like VI, thereby leading to different perceptions of psychological distance | The research found that matching HIs (pride) and VIs (gratitude) with relevant emotional appeal could be crucial for increasing effectiveness of green product endorsement |
| Gerrath et al. (2024) | The research examines the effectiveness of VIs’ warmth on engagement with pro-environmental causes | Quantitative method (experiment) | The research regards VIs as artificially generated, non-existent, and fictional entity with strong visual attributes | The research confirmed the effectiveness of warmth and that the effect was contingent on the audience’s trust in experts |
| Yang et al. (2023) | The research investigates the effectiveness of CSR messaging between HIs and VIs | Quantitative method (experiment) | The research views that VIs demonstrating human-like attributes using unique vocal features and physical appearance | The research revealed that active interactivity could enhance the effectiveness of CSR messaging when utilizing VIs |
| Dabiran et al. (2024) | The research aims to understand how consumers evaluate the different types of VIs’ authenticity | Quantitative method (survey) | The research identifies VIs’ as digital characters that have Four different human-like attributes – appearance, moral virtue, cognitive experience and conscious emotionality | The research reported that influence-product congruence had crucial moderating influence on credibility and purchase intention |
| Kılıç and Gürlek (2023) | The research aims to conceptualize the green influencer marketing and to develop a scale for its measurement | Mixed method (survey) | The research defines VIs as those who have a human-like appearance but are not real human | The research developed a green influencer scale that features two sub-constructs (environmentally friendly product/sustainability-oriented influence) |
| Quach et al. (2024) | The research aims to examine the effectiveness of flattery and humanlike appearance of VIs on pro-social behavior | Quantitative method (experiment) | The research regards VIs as digitally generated artificial humans emulating human characteristics through motion capture technology and computer graphic technique | The research found that engaging users with flattery and human-like appearance could drive prosocial behavior of users |
| Authors | Purpose | Study type | Key attributes/characteristics of VIs | Findings |
|---|---|---|---|---|
| The research explores the joint effects of | Quantitative method (experiment) | The research considers that a human-like | The research found that matching HIs (pride) and VIs (gratitude) with relevant emotional appeal could be crucial for increasing effectiveness of green product endorsement | |
| The research examines the effectiveness of VIs’ warmth on engagement with pro-environmental causes | Quantitative method (experiment) | The research regards VIs as artificially generated, non-existent, and fictional entity with strong visual attributes | The research confirmed the effectiveness of warmth and that the effect was contingent on the audience’s trust in experts | |
| The research investigates the effectiveness of | Quantitative method (experiment) | The research views that VIs demonstrating human-like attributes using unique vocal features and physical appearance | The research revealed that active interactivity could enhance the effectiveness of | |
| The research aims to understand how consumers evaluate the different types of VIs’ authenticity | Quantitative method (survey) | The research identifies VIs’ as digital characters that have Four different human-like attributes – appearance, moral virtue, cognitive experience and conscious emotionality | The research reported that influence-product congruence had crucial moderating influence on credibility and purchase intention | |
| The research aims to conceptualize the green influencer marketing and to develop a scale for its measurement | Mixed method (survey) | The research defines VIs as those who have a human-like appearance but are not real human | The research developed a green influencer scale that features two sub-constructs (environmentally friendly product/sustainability-oriented influence) | |
| The research aims to examine the effectiveness of flattery and humanlike appearance of VIs on pro-social behavior | Quantitative method (experiment) | The research regards VIs as digitally generated artificial humans emulating human characteristics through motion capture technology and computer graphic technique | The research found that engaging users with flattery and human-like appearance could drive prosocial behavior of users |
Sharing content requires targeting cookies to be enabled. Please update your cookie preferences to use this feature.