The power of green virtual influencers in shaping tourists’ green behavioural intentions

This study addresses a significant gap in the literature regarding green virtual influencers (GVIs), who are increasingly used in tourism marketing. This study investigated the impact of GVIs on followers’ green behavioural intentions and the mediating and moderating mechanisms shaping this impact. To do so, the study adopted an explanatory sequential mixed-methods design of two stages to address three research questions: (1) How do GVIs promote green behavioural intentions? (2) Under what conditions does mimetic desire towards GVIs affect green behavioural intentions? (3) Under what conditions do GVIs affect mimetic desire? Study 1 (n = 357) tested a quantitative research model regarding the effects of GVIs, mimetic desire, green behavioural intention, scepticism, and eeriness. Study 2 (n = 27) used qualitative methods to examine Study 1’s findings more deeply. Study 1 revealed that environmentally friendly product-oriented influence, environmental sustainability-oriented influence, and mimetic desire significantly increase tourists’ green behavioural intentions. Environmental sustainability-oriented influence significantly affects mimetic desire, whereas environmentally friendly product-oriented influence does not. Study 2 revealed that GVIs provide information and foster a sense of responsibility among their followers; sharing environmentally friendly products is motivated by monetary goals and does not create a desire to imitate.