Abstract

This study explores how AI influencers affect ethical consumerism through CASA theory and the theory of planned behavior. It examines attributes like parasocial interaction, perceived authenticity, and credibility, with ethical buying attitudes mediating ethical buying intentions. A quantitative analysis of 547 North Indian social media users aware of AI influencers, using SmartPLS 4.0, revealed these attributes significantly impact ethical consumerism. Despite its cross-sectional nature and focus on North Indian users, the study suggests other influential AI attributes might exist. Integrating TPB and CASA theory offers insights for tech entrepreneurs to enhance AI trustworthiness and for marketers to improve virtual influencer strategies, promoting ethical consumerism by encouraging environmentally friendly choices and individual responsibility. This study uniquely combines AI influencer attributes, ethical consumerism, CASA theory, and TPB, emphasizing the mediating role of ethical buying attitudes.

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