Psychology: Techniques and Application

Psychology: Techniques and Application ›› 2020, Vol. 8 ›› Issue (2): 114-120.doi: 10.16842/j.cnki.issn2095-5588.2020.02.006

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The Influence of Natural Anthropomorphism on Green Consumption

ZHANG Chao; MA Xi; JIN Xingxing   

  1. (School of Education Science, Shanxi Normal University, Linfen 041000, China)
  • Online:2020-02-01 Published:2020-01-22

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Abstract: In order to explore the influence of natural anthropomorphism on green consumption and examine the mediating mechanism of natural connectedness, we conducted three experiments. Firstly, the influence of natural anthropomorphic on green consumption in positive situation is studied (experiment 1). Then, the influence of natural anthropomorphic on green consumption in negative situation is studied (experiment 2). Finally, the mediating effect of natural connectedness was verified by changing the manipulation of natural anthropomorphism and performing mediation analysis (experiment 3). The results showed that: (1) Natural anthropomorphism can promote green consumption (2) Natural connectedness plays a mediating role between natural anthropomorphism and green consumption.

Key words: natural anthropomorphism, green consumption, natural connectedness

CLC Number: 

  • B849
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