Figure 2
The bar graph compares pro-environmental behavior intentions based on influencer type and message appeal. It features two vertical bars for each category: rational and emotional message appeals. The influencer types are human and virtual, represented by dark blue and light gray bars respectively. The x-axis is labeled “Message Appeal” with categories “Rational” and “Emotional”. The y-axis is labeled “Proenvironmental behavior” with values ranging from 0 to 5. Under the emotional appeal, virtual influencers have a higher pro-environmental intention score (approximately 4.075) compared to human influencers (approximately 3.505). Under the rational appeal, both influencer types have similar scores (approximately 3.442 for virtual and 3.447 for human). A star annotation highlights the significant difference in the emotional appeal category. All values are approximatedMeans plot of attendee's pro-environmental behavior intention. Source: Authors’ own work