A novel hybrid active-passive reconfigurable intelligent surface (RIS) transmitter enabled downlink multi-user communication system is investigated. Specifically, RISs are exploited to serve as transmitter antennas, where each element can flexibly switch between active and passive modes to deliver information to multiple users. The system energy efficiency (EE) maximization problem is formulated by jointly optimizing the RIS element scheduling and beamforming coefficients, as well as the power allocation coefficients, subject to the user's individual rate requirement and the maximum RIS amplification power constraint. Using the Dinkelbach relaxation, the original mixed-integer nonlinear programming problem is transformed into a nonfractional optimization problem with a two-layer structure, which is solved by the alternating optimization approach. In particular, an exhaustive search method is proposed to determine the optimal operating mode for each RIS element. Then, the RIS beamforming and power allocation coefficients are properly designed in an alternating manner. To overcome the potentially high complexity caused by exhaustive searching, we further develop a joint RIS element mode and beamforming optimization scheme by exploiting the Big-M formulation technique. Numerical results validate that: 1) The proposed hybrid RIS scheme yields higher EE than the baseline multi-antenna schemes employing fully active/passive RIS or conventional radio frequency chains; 2) Both proposed algorithms are effective in improving the system performance, especially the latter can achieve precise design of RIS elements with low complexity; and 3) For a fixed-size hybrid RIS, maximum EE can be reaped by setting only a minority of elements to operate in the active mode.