Virtual influencers and mindful consumption: Dual-system evidence from Vietnam

Abstract

This study investigates how the attributes of Virtual Influencers (VIs) motivate mindful consumption in livestream commerce taking place in Vietnam through Cognitive-Affective Engagement (CAE). A structural model was designed based on Dual-System Processing, Mindfulness, and CAE theories, such that community initiatives, perceived authenticity, interactivity, and emotional value are predictors of CAE, which, in turn, predicts mindful consumption. Data for the study were obtained from 300 university students in Ho Chi Minh City and analyzed using PLS-SEM with bootstrapped indirect effects. All hypothesized paths were supported. Emotional value and interactivity proved to be the strongest antecedents of CAE, while perceived authenticity and community initiatives also exerted positive effects. CAE has a strong relationship with mindful consumption; mediation tests show that it significantly mediates the impact of all four VI attributes on mindful consumption. It indicates that System 1 cues, including emotional resonance, social connectedness, and interactive affordances, may evoke a more profound System 2 processing that channels engagement toward reflective, value-oriented choices rather than impulsive ones. Novelty lies in articulating and empirically testing CAE as the conduit between VI design cues and mindful consumption within a dual-system lens in an emerging market, with predictive checks to reinforce robustness. Practically, brands and platforms should prioritize emotionally rich storytelling, credible personas, and participatory features. Theoretically, the study broadens VI research beyond persuasion outcomes by positioning CAE as a central mechanism for sustainability-oriented intentions.