Nostalgia and green consumption: the interactive effects of emotional appeal and influencer type on purchase intentions

Purpose This study investigates how influencer type (human vs virtual) and emotional appeal (nostalgic vs neutral) interact to shape consumers' green purchase intentions within the context of social media influencer (SMI) marketing. Design/methodology/approach A 2 (influencer type: human influencer vs virtual influencer) × 2 (emotional appeal: nostalgia vs neutral) between-subjects online experiment was conducted using Weibo-based advertisements promoting an eco-friendly product. The study also examines the mediating roles of concerns for social connection and creativity. Findings Results reveal a significant interaction between influencer type and emotional appeal. Human influencers (HIs) paired with nostalgic appeals elicit higher green purchase intentions than other conditions, while virtual influencers (VIs) are more effective when using neutral emotional appeals. Furthermore, the effect of HIs using nostalgic appeals is mediated by consumers' concerns for social connection, whereas the effect of VIs using neutral appeals is mediated by concerns for creativity. Originality/value This study contributes to influencer marketing and green advertising research by identifying effective combinations of influencer type and emotional appeal. It advances understanding of how emotional fit and psychological mechanisms drive green consumption and offers strategic insights for optimizing both human and virtual influencer campaigns in sustainability-oriented marketing.