Leveraging Anthropomorphism to Enhance Pro-Environmental Attitudes and Green Product Purchase Intentions

DOI

10.2991/978-94-6463-608-6_15How to use a DOI?

Keywords

Anthropomorphism; Pro-environmental attitude; Purchase Intention; Green Product

Abstract

Currently, public awareness of the importance of environmentally friendly products still requires greater attention, particularly in major urban areas. Companies play a critical role in educating and informing the public about eco-friendly products and their benefits. However, to enhance consumer intentions to purchase such products, further research is needed to identify the factors influencing consumer behavior. This study aims to analyze the role of anthropomorphism in promoting pro-environmental attitudes and green product purchase intentions. Additionally, it examines how pro-environmental attitudes mediate the influence of anthropomorphism on green product purchase intentions. A sample of 200 respondents from the city of Bandung was selected for this research, using structural equation modeling based on partial least squares (SEM-PLS), with SmartPLS 3.0 employed as the data analysis tool. The results indicate that anthropomorphism positively influences both pro-environmental attitudes and the intention to purchase green products directly. Moreover, pro-environmental attitudes positively mediate the relationship between anthropomorphism and green product purchase intentions. These findings suggest that anthropomorphism can serve as an effective communication tool for influencing consumer behavior and increasing green product purchase intentions. Therefore, this study's results can assist companies in designing more effective advertising and promotional campaigns to raise public awareness and interest in environmentally friendly products.

Copyright

© 2024 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Fansuri Munawar
PY  - 2024
DA  - 2024/12/27
TI  - Leveraging Anthropomorphism to Enhance Pro-Environmental Attitudes and Green Product Purchase Intentions
BT  - Proceedings of the 1st Widyatama International Conference on Management, Social Science and Humanities (ICMSSH 2024)
PB  - Atlantis Press
SP  - 123
EP  - 131
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-94-6463-608-6_15
DO  - 10.2991/978-94-6463-608-6_15
ID  - Munawar2024
ER  -