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This study aims to provide supplements to the research on digital human avatar (DHA) and suggestions for brands to use DHA appropriately to build brand fans effect.

On the basis of integrating Avatar theory and Stimulus-organism-response theory, this study obtains data from 733 Chinese respondents aged 18–25 and uses regression analysis and bootstrap analysis to verify the relationships among the variables: DHA characteristics (form realism, behavioral realism and brand alignment) as the independent variables, brand fans effect as the dependent variable, consumer positive emotion as the mediating variable and product type (experience vs search) as the moderating variable.

The results show that DHA characteristics positively influence brand fans effect and consumer positive emotion, consumer positive emotion positively influences brand fans effect and consumer positive emotion plays a mediating role. Meanwhile, for experience products, the impact of DHA’s form realism and behavioral realism on consumer positive emotion is higher than that of brand alignment; for search products, the impact of DHA’s brand alignment on consumer positive emotion is higher than that of form realism and behavioral realism.

This study enriches and expands the empirical research perspectives and conclusions in the DHA field, improves its research framework and provides suggestions for brands to appropriately use DHA to build brand fans effect.

The objectives of this study are as follows: RO1: to determine the key enablers that encourage the adoption of sustainable practices; RO2: to create a structural relationship model between the enablers that have been discovered and RO3: to use dependence and driving power to classify and analyse these factors.

In total, 11 variables were extracted through systematic literature review and experts opinion, and a group interview with more than 15 experts who have an experience of more than 10 years in academics was conducted. Generally odd in numbers, they presented each pair of variables and took their opinion. Using “Interpretative Structural Modelling” and “Cross-Impact Multiplication Applied to Classification” (ISM MICMAC) analysis, a model describing the structural relationship between these factors has been formulated to know the conceptual framework.

The study shows that the digital payment and waste treatment as the linkage or mediating variables. Top management commitment (TMC), regulatory framework and transparency are the drivers or independent variables. Green logistics, sustainable packaging and production are the dependent variables. Further, the resulting hierarchy and contextual linkages among variables shed light on key dimensions for decision-making. Green logistics, sustainable packaging and production are interconnected, playing a significant role, in the framework and influenced by the lower level variables. Transparency should be given due consideration to ensure sustainable competitive advantage.

(1) Owing to a lack of time and resources, the researchers have been able to explore only limited variables; more factors or enablers can be taken in future for further research. (2) Money constraint is also there. (3) One major limitation is that this research includes opinion from different experts which are dynamic in nature and keep on changing from time to time. (4) Primary research can also be done with the help of different software like partial least squares and structural equation modelling (PLS-SEM), covariance-based structural equation modelling (CB-SEM) and Statistical Package for the Social Sciences (SPSS) by taking same variables or merging new variables with the given variables of this paper. (5) With the help of this paper, the author tried to give an overview of some important enablers which are helpful in sustainability. Given a time in future, more research can be done by taking different sectors or a specific sector.

Findings are helpful for policymakers about effective strategies for promoting sustainability. They provide evidence-based insights into the potential impact of policy interventions and help shape the development of environmental regulations and initiatives. Sustainability is a global issue. Thus, this research paper contributes to international discussions and collaborations on environmental conservation and sustainable development goals (SDGs). They may influence diplomatic efforts to address transnational environmental challenges. Companies can use research findings to improve their sustainability practices and develop environmentally friendly products and services. Understanding sustainability enablers can help businesses reduce their ecological footprint while remaining economically viable. Research on sustainability enablers often involves exploring new technologies and innovations. Practical implications include the development and adoption of renewable energy sources, waste reduction techniques and sustainable agricultural practices. Sustainable communities rely on a range of enablers, from renewable energy infrastructure to local governance structures. Research informs community development efforts by identifying best practices and effective strategies for building resilient, environmentally friendly neighbourhood.

This research paper contributes to raising awareness about sustainability issues among the public. It also provides insights into the importance of sustainable practices and their impacts on society. Sustainability enablers can influence individual and collective behaviour, and they may encourage people to adopt more sustainable lifestyles and consumption habits. Sustainability research often addresses issues of equity and social justice. Understanding the enablers of sustainability can help identify strategies to ensure that sustainable practices benefit all segments of society, including marginalized communities.

This research paper endeavour to identify key sustainability development enablers (SDEs) by consolidating numerous factors within a single study. While several research papers have explored various sustainability enablers separately, no previous study has delved into their interactions. Furthermore, there is a dearth of research on classifying enablers based on the fuzzy MICMAC analysis. The ISM-based model presented here serves as a valuable resource for both practitioners and academics, aiding in their comprehension of the framework of relationships.