Against the Green Schema: How Gen‐AI Negatively Impacts Green Influencer Posts

ABSTRACT The current research examines the impact of using AI‐generated images (vs. real photographs) in social media posts of green influencers, by relying on schema congruity theory. Three experimental studies show that compared to posts using real photographs, posts that use AI‐generated images are less likely to receive favorable consumer responses. This effect arises from incongruity between gen‐AI and the green schema activated by the post, which causes a) lower perceived appropriateness of a gen‐AI image to the green context, leading to b) lower perceived authenticity of the post. In attempting to counter this negative impact of the use of AI, a reason for the use of gen‐AI is ineffective but images generated by purpose‐built AI that aligns with the green cause fully mitigates the observed issue. By identifying and explaining the specific negative impact of gen‐AI use on green influencers, this work extends research on gen‐AI use by influencers in general and research on the negative impact of gen‐AI in marketing. Findings of this research encourage green influencers and sustainable brands to use gen‐AI cautiously.