Research On The Impact Of Green Brand Anthropomorphism On Green Consumption Intention

Under the background of increasingly serious environmental problems,the construction of ecological civilization has been concerned by the whole society.Although people’s awareness of green environmental protection is increasing,due to the particularity of green products,consumers’ low trust in green brands and low perceived quality of products are common problems,and consumers’ actual green consumption intention is low.Therefore,how to enhance customers’ green consumption intention and achieve sustainable development has not only become the focus of academic attention,but also become a hot topic for many enterprises.In business practice,many green brands adopt anthropomorphic brand strategy,such as environmental detergent brand Mr.Weimeng,blue moon and so on.Many studies have shown that brand anthropomorphic strategy is conducive to promoting consumers to form a positive brand attitude and behavior,but some scholars also suggest that the specific effect of brand anthropomorphic strategy will be affected by the situation and the personal characteristics of consumers.Based on the above realistic background,this study,from the perspective of interaction and based on the theory of customer brand engagement,aims to explore the specific impact of green brand’s anthropomorphic brand strategy on customers’ green consumption intention in the special situation of green consumption and the explanation mechanism behind it,as well as the specific impact of green interest appeal,and green involvement on this effect.In this paper,we first use the literature method to sort out the related research of green brand,brand anthropomorphism,consumer brand engagement,green consumption,green interest appeal,green involvement and other variables,and then summarize the previous research and put forward four research hypotheses.Then,three experiments were conducted to verify the hypothesis.Experiment 1 verifies hypothesis1 and hypothesis 2,and the results show that green brand anthropomorphism can significantly improve customers’ green consumption intention compared with non anthropomorphic brand,and consumer brand engagement plays a mediating role.The second experiment verified the moderating effect of green interest appeal.The results show that when the green interest appeal is altruistic,compared with the nonanthropomorphic brand,green anthropomorphic brand will stimulate the individual stronger green consumption intention,while when the green interest appeal is egoistic,there is no significant difference between the anthropomorphic brand and the non anthropomorphic brand on the individual green consumption intention.Experiment 3verified the moderating effect of green involvement.The results show that when the individual green involvement is low,compared with the non anthropomorphic green brand,the anthropomorphic green brand can stimulate customers’ stronger green consumption intention;when the individual green involvement is high,there is no significant difference.This study has certain theoretical and practical significance.In theory,this paper enriches the research on green brand and brand anthropomorphism,reveals the new mechanism between green brand’s adoption of brand anthropomorphic strategy and green consumption intention,and enriches the empirical research on consumers’ brand engagement in the field of green consumption.In practice,this study confirmed that the green brand anthropomorphic strategy has a positive effect on promoting consumers’ green consumption intention.The revelation of the new psychological mechanism of consumers’ brand engagement helps green enterprises to innovate more marketing means.It also finds that green interest appeal and the individual’s green involvement will affect consumers’ brand engagement level.The implementation of green brand anthropomorphic strategy has a significant impact on guiding the green brand business practice.Compared with emphasizing the benefits for consumers,green enterprises emphasize the benefits for the environment when they publicize the interests of green products,which can maximize the positive effect of brand anthropomorphic strategy.Green brand anthropomorphic strategy can only have a positive impact on individuals with low green involvement.Green enterprises need to adopt different strategies for different types of groups when implementing brand strategies.