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); in addition, the underlying mechanisms of matching effects are revealed. The results show that, under the self-interested advertising appeal, the cool anthropomorphic image can lead to higher purchase intention of green products due to the mediating role played by the brand capacity trust. However, when exposed to altruistic advertising appeal, the cute anthropomorphic image can enhance brand goodwill trust of consumers and make consumers more willing to buy green products. Finally, this paper discusses the contributions and limitations.
Solving environmental problems is important for the sustainable development of human beings. And consumers play a key role in solving environmental problems. However, there are many challenges in promoting consumers' participation in sustainable behaviors, such as "green fatigue", ego-others trade-off, and "long-term perspective". Starting from how to enable consumers to overcome challenges and participate more in sustainable behaviors, this research focused on the impact of cognition and emotion on sustainable consumption behaviors. More specifically, this research mainly explored how arousing consumers' nostalgia will affect their continuous participation in sustainable consumption behaviors. Through three studies, current research found that nostalgia affects consumers' willingness to participate in sustainable consumption behaviors, while nostalgia type and self-construal interact to influence consumers' willingness to participate in sustainable consumption behavior, and collective efficacy and personal efficacy play a mediation role respectively.
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