Cuteness or Coolness-How Does Different Anthropomorphic Brand Image Accelerate Consumers' Willingness to Buy Green Products?

ABSTRACT: Green consumption is an important component of environmental protection behavior. The behaviors of individual consumers are having unprecedented impacts on the sustainable development of a green society. Previous research has discussed how anthropomorphic beneficiaries of environmental behavior (e.g., nature/earth) impact green consumption behavior and compared the influence of anthropomorphic presence and absence on consumers. However, few have examined the impact of different types of anthropomorphic carriers with environmental benefits (e.g., green product/brand) on consumers. This research explores the matching effects on the willingness of consumers to buy green products between the anthropomorphic image of the brand (cute vs. cool) and advertising appeals (self-interest vs. altruism)

SUBMITTER: Lu Y 

PROVIDER: S-EPMC8438538 | biostudies-literature | 2021

REPOSITORIES: biostudies-literature