This study examines how AI virtual streamers influence consumer attitudes and purchase intentions related to green consumption. It focuses on three key attributes including expertise, attractiveness, and trustworthiness and their effects on consumer attitudes and intentions to purchase green brands. The study also explores whether consumer responses differ depending on whether the message is generated by AI or controlled by a human. Results indicate that all three attributes positively affect consumer attitudes with attractiveness showing the strongest influence. Consumers also showed trust and acceptance toward AI-generated messages with no significant difference based on the controlling entity. These findings suggest that AI virtual streamers can be as persuasive as human communicators in promoting messages with public value. With their strengths in cost-efficiency, scalability, and consistent messaging, AI virtual streamers offer strong potential as sustainable marketing tools in digital commerce.
Song et al. (Sat,) studied this question.