PurposeThis study aims to analyse the behaviour of plane waves within a nonlocal transversely isotropic visco-thermoelastic medium having variable thermal conductivity.Design/methodology/approachThe concept of enunciation is used in the generalized theory of thermoelasticity in accordance with the Green–Lindsay and Eringen’s nonlocal elasticity models. The linear viscoelasticity model developed by Kelvin–Voigt is used to characterize the viscoelastic properties of transversely isotropic materials.FindingsIt has been noticed that three plane waves, which are coupled together, travel through the medium at three different speeds. The derivation of reflection coefficients and energy ratios for reflected waves is carried out by incorporating suitable boundary conditions. Numerical computations are performed for the amplitude ratios, phase speeds and energy partition and displayed in graphical form.Originality/valueThe outcomes of the numerical simulation demonstrate that the amplitude ratios are significantly influenced by variable thermal conductivity, nonlocal parameters and viscosity. It is further observed from the plots that the phase speeds in a transversely isotropic medium depend on the angle of incidence. In addition, it has been established that the energy is preserved during the reflection phenomenon.