The Impact Of Natural Anthropomorphism On Green Consumption

In daily life,people always use anthropomorphic words to describe nature in the enviroment discussions.Anthropomorphization refers to the giving of human characteristics to non-human individuals so that they can be seen as having feelings and thoughts.The anthropomorphic of nature will strengthen the connection between individuals and nature.In the face of the severe environmental problems we are facing at present,the appearance of personification may promote the individual's pro-environment behavior.Green consumption behavior is one of the specific manifestations of pro-environment behavior.The main issue to be discussed in this paper is how to effectively manipulate the anthropomorphic variable,whether the anthropomorphic nature will have an impact on the green consumption behavior of social individuals,and whether the individual will show more green consumption behavior.This research includes three experiments,and take college students as participants.Experiment 1: use video to achieve the manipulation of anthropomorphism.The effect of personification on green consumption behavior was investigated by single factor design.Experiment 2: using pictures as the anthropomorphic manipulation mode and changing the measurement method of green consumption behavior,the experiment verified whether different natural anthropomorphic objects would have different effects on green consumption.Experiment 3: on the basis of experiment 1 and experiment 2,experiment 3discusses the mediating role of nature connectedness between nature's anthropomorphism and green consumption behavior.Based on the above experiments,the following conclusions can be drawn:1.Video,pictures and words can effectively manipulate the variable of natural anthropomorphism.2.There is a significant positive correlation between natural anthropomorphism and green consumption.3.Different natural anthropomorphic objects will not have different effects on green consumption.4.Natural connectedness plays an intermediary role between natural anthropomorphism and green consumption.