Harnessing virtual influencers for technological sustainability in the fashion industry: Impacts on consumer behaviour and eco-friendly practices

Abstract

Virtual influencers (VIs), defined as computer-generated social media personas powered by artificial intelligence and CGI technology, are increasingly deployed in sustainability-oriented fashion marketing, yet their capacity to translate pro-environmental attitudes into actual purchase behaviour among digitally native consumers remains poorly understood. This study examines how four core VI attributes, namely authenticity, transparency, interactivity, and information support, activate the three determinants of the Theory of Planned Behavior (TPB), specifically attitude, subjective norms, and perceived behavioural control, and whether this activation can reduce the well-documented attitude-behaviour gap in sustainable fashion among Generation Z. Employing a sequential mixed-methods design, 40 semi-structured interviews were conducted and analysed through Braun and Clarke's thematic analysis, followed by a structured online survey administered to 250 Generation Z social media users. Multiple regression analysis, supported by Pearson correlation and ANOVA, reveals that trust (β = 0.38), interactivity (β = 0.33), authenticity (β = 0.30), and transparency (β = 0.28) are all significant positive predictors of sustainability-related consumer engagement, collectively accounting for 76 percent of variance in the outcome (R² = 0.76, F = 52.98, p < 0.001). Qualitative themes corroborate these findings, identifying credibility, visual appeal, and meaningful interaction as pivotal drivers of eco-friendly purchase motivation. The study extends TPB-based sustainability research by positioning VI characteristics as psychological antecedents of attitude, normative pressure, and perceived control, rather than as direct predictors of behavioural outcomes. Practical implications are offered for fashion marketers, platform regulators, and policymakers seeking to leverage AI-generated personas for ethical, transparency-grounded sustainability communication.