心理学报2025，Vol.57Issue(4)：720-738,后插1-后插4,23.DOI:10.3724/SP.J.1041.2025.0720
拟人的品牌更环保?拟人化沟通对促进绿色消费倾向的影响
Anthropomorphic brands are more eco-friendly?The impact of anthropomorphic communication on green consumption tendency
摘要
Abstract
As environmental issues become increasingly severe,promoting green consumption has emerged as an important pathway for sustainable development.However,consumers often lack expertise regarding eco-friendly products,which leads to skepticism about their environmental value and the actual impact of their green consumption,resulting in a low willingness to engage in such behaviors.While existing research has examined the influence of the environmental information communicated by brands on consumers'green consumption tendencies,it has frequently overlooked strategies to enhance consumers'effective assessment of this information.With the rise of social media,brands have made notable progress in conveying environmental information through anthropomorphic communication.Nevertheless,further exploration is needed to understand how this approach can positively influence consumers'green consumption tendencies and the underlying mechanisms involved.Drawing on learned evaluability theory,we analyze the impact of brand anthropomorphic communication on green consumption tendencies from a cognitive processing perspective,aiming to provide insights into the future development of green markets. This research involves four experiments.Experiment 1 validates that brand anthropomorphic communication can effectively promote green consumption tendencies and confirms the mediating role of environmental value sensitivity in the relationship between anthropomorphic communication and green consumption tendencies;this constructs a complete causal chain that links anthropomorphic communication to learned evaluability,then to environmental value sensitivity,and finally to green consumption tendencies.Experiment 2 delineates the boundaries of the main effect,revealing that the impact of anthropomorphic communication on consumption tendencies is more pronounced in the context of green consumption.Experiment 3 examines the moderating effect of consumer motivation type(egoistic vs.altruistic)on the main effect.Experiment 4 investigates the moderating role of product type(search products vs.experience products)on the main effect. The findings indicate that brands employing anthropomorphic communication can increase consumers'learned evaluability,thereby increasing their sensitivity to the brand's environmental value and ultimately promoting their green consumption tendencies.When consumers'altruistic motivation is activated,anthropomorphic communication significantly increases their green consumption tendencies;conversely,when egoistic motivation is activated,no significant effect is observed.Additionally,when the product is a search product,anthropomorphic communication significantly promotes green consumption tendencies,whereas this effect is not evident for experience products.These insights offer new perspectives on the application of anthropomorphic communication strategies,highlighting the importance of consumer motivation and product type in brand communication. This study makes a series of theoretical contributions.First,it enriches the literature on the influence of anthropomorphic communication on green consumption tendencies and elucidates how this communication affects such tendencies.Second,this study is the first to apply learned evaluability theory to explain the influence of anthropomorphic communication on green consumption tendencies,revealing a novel process by which environmental value sensitivity is triggered.Furthermore,the findings confirm the moderating effects of product type and motivation type,establishing explicit boundary conditions.关键词
品牌拟人化沟通/绿色消费倾向/环保价值敏感性/习得可评估性理论Key words
brand anthropomorphic communication/green consumption tendency/environmental value sensitivity/learned evaluability theory分类
社会科学引用本文复制引用
冯文婷,薛舒允,汪涛..拟人的品牌更环保?拟人化沟通对促进绿色消费倾向的影响[J].心理学报,2025,57(4):720-738,后插1-后插4,23.基金项目
国家社会科学基金项目(24BGL117)资助. （24BGL117）
