AI virtual streamers in sustainable food marketing: how expertise, interactivity, and anthropomorphism shape consumer acceptance of upcycled foods.

PURPOSE: Drawing on the stimulus-organism-response (SOR) framework, this study examines how AI virtual streamer expertise, interactivity, and anthropomorphism influence consumers' purchase intention through perceived value and product trust. METHODS: A three-wave time-lagged survey was conducted among adult consumers in China. After data screening and anonymous matching across the three waves, 392 valid responses were retained. Structural equation modeling and bootstrap analysis were used to test the hypothesized relationships and indirect effects. RESULTS: Expertise and interactivity were positively associated with both perceived value and product trust. Anthropomorphism was positively associated with product trust, but its relationship with perceived value was not significant. Perceived value and product trust both positively predicted purchase intention. The mediation analysis showed that perceived value mediated the relationships of expertise and interactivity with purchase intention, but did not mediate the effect of anthropomorphism. Product trust mediated the relationships between all three AI virtual streamer characteristics and purchase intention. CONCLUSION: AI virtual streamer characteristics influence consumer acceptance of upcycled foods through different psychological pathways. Expertise and interactivity strengthen both perceived value and product trust, whereas anthropomorphism mainly supports trust formation. These findings clarify the distinct roles of AI communication cues and highlight the importance of combining clear product information, responsive interaction, and trust-building strategies in sustainable food marketing.