Virtual Influencers as Environmental Activists: Enhancing Perceived Authenticity Using Anthropomorphism and Narratives

Two online experiments examined how anthropomorphism and message framing by virtual influencers (VIs) facilitated pro-environmental behavioral responses. Study 1 (n = 156) observed that human-like VIs (HVIs) increased intention to adopt pro-environmental lifestyles via increased perceived authenticity and parasocial interaction. However, Study 2 (n = 200) found that anime-like VIs (AVIs) elicited greater post-engagement intention through increased perceived authenticity. Contrary to narrative persuasion literature, statistical evidence elicited greater post-engagement intention than narratives. Narratives may also backfire by reducing the perceived authenticity of HVIs. Our research reconciles seemingly contrasting theoretical perspectives, revealing that they account for different types of behavioral responses.