Research On The Effect Of Anthropomorphic Strategy On Green Consumption Behavior

With the development of society and economy,the problems in the environmental field have become more and more serious.The waste,garbage,waste water,etc.generated in people’s production and life exceed the boundaries of the natural and ecological virtuous cycle.The adverse environmental consequences,such as the reduction of biodiversity,the endless occurrence of haze weather,the reduction of forest area and the deterioration of climate,are partly attributable to people’s non green consumption behavior.Although the introduction of policies and systems to protect the environment plays a certain role in curbing environmental damage,the power of government policies and systems is limited.Human consumption concept and behavior have an important impact on the environment,and human behavior is of paramount importance to environmental protection.Therefore,we should vigorously promote individual behaviors to improve the environment,such as green consumption,participation in environmental protection activities,reduction of the use of highly polluting energy,and actively practice behaviors conducive to the environment.Green consumption behavior covers the whole process of consumers’ consumption of goods and their use,including a series of consumption decision-making behaviors that reduce resource consumption and environmental pollution and minimize negative impacts on the environment.It is a consumption method conducive to sustainable social development and has gradually become an important research content in the behavioral field.The research on green consumption behavior is beneficial to the ecological protection and plays an important role in the sustainable development of society.The anthropomorphism of green consumption is to connect the theme related to the environment and ecology with people’s feelings,character and demeanor,and to represent the content related to the environment with expressions and activities similar to human beings,so that it has a deeper connotation.It is an expression skill aimed at persuasion,and is anthropomorphic communication way for green consumption publicity.This way can make consumers understand information more easily,Drive people to act accordingly.Activate the individual information system through anthropomorphism,enhance the interaction between consumers and green environmental information,shape people’s sense of environmental intimacy and existence,enhance people’s preference for green consumption,and enable people to actively implement green consumption behavior.This research focuses on the impact of anthropomorphism on green consumption behavior,and is divided into the following contents:(1)What are the anthropomorphic manifestations and specific anthropomorphic elements in the anthropomorphic publicity of green consumption?(2)What is the impact of anthropomorphic environmental hazards on green consumption behavior? What is the intermediary mechanism?(3)What is the impact of anthropomorphic results of environmental hazards on green consumption? What is the intermediary mechanism?(4)What is the impact of anthropomorphic of green consumption tools on green consumption behavior? What is the intermediary mechanism?Based on the theory of psychological resistance,the research distinguishes the difference between the anthropomorphic and non anthropomorphic green consumption publicity methods to attract consumers’ attention.On this basis,based on the theory of information framework,the research compares the difference between the positive anthropomorphic information framework and the negative anthropomorphic information framework on the impact of residents’ green consumption behavior;Through eye movement experiment and questionnaire survey,collect relevant data,use ANOVA to analyze the data,and verify the conclusions.Using the accessible diagnosable model,psychological distance theory and empathy theory,this paper studies the impact of anthropomorphic environmental hazards on green consumption behavior.Based on the relevant data of the questionnaire,a structural equation model was constructed to verify the intermediary role of psychological distance and consumer empathy in the impact of anthropomorphic environmental hazards on green consumption behavior through data analysis.Using the theory of protection motivation and the theory of self-efficacy,this paper studies the impact of anthropomorphic results of environmental hazards on green consumption.Collect variables related to the research topic according to the questionnaire measurement,and carry out the analysis and verification of the construction model according to the sorted data.According to the data results,the intermediary role of perceived vulnerability and perceived threat in anthropomorphic and green consumption behavior of environmental hazard results is analyzed.Based on the theory of self-efficacy,this study further tested the moderating effect of consumer self-efficacy in the above relationships.Compared with people with high self-efficacy,anthropomorphic results of environmental hazards have a more positive impact on perceived vulnerability of people with low self-efficacy,anthropomorphic results of environmental hazards have a more positive impact on perceived threats of people with low self-efficacy,and anthropomorphic results of environmental hazards have a more positive impact on green consumption behavior of people with low self-efficacy.The cognitive fluency theory and green effectiveness theory are used to guide the research on the impact of green consumption tool Anthropomorphism on residents’ green consumption behavior,and further analyze the experimental data to verify the intermediary role of cognitive fluency and perceived green effectiveness in the impact of green consumption tool anthropomorphism on green consumption behavior.According to the visual object structure theory,the effects of green tool anthropomorphism on cognitive fluency and perceived green effectiveness under the conditions of juxtaposition and fusion were compared,and data validation was conducted according to the structural equation model.To sum up,by refining the role of anthropomorphism related elements in the transmission chain of green consumption behavior,the research question of "the impact of anthropomorphic strategies on green consumption behavior" is refined on the basis of anthropomorphic publicity,realizing innovation in perspectives and theme content,and using the research of the relationship chain of "anthropomorphic object consumer psychology green consumption behavior",To construct and test the regulation mechanism of anthropomorphic objects in the process of their impact on green consumption,so as to reveal the process and mechanism of anthropomorphic strategies on green consumption behavior.This research applies Anthropomorphism to the field of green consumption behavior,which is an important supplement to the existing Anthropomorphic research.From the practical significance of the study,this study can provide guidance for the government to carry out green consumption promotion and design through marketing scenarios,and also provide a new way for public welfare departments to improve the overall environmental protection level of society.Humanized incentive is a low cost publicity method.While carrying out environmental protection related content publicity through Anthropomorphism,it can closely connect with public demand,increase the initiative of residents’ green consumption behavior,and provide new ideas for promoting social ecological construction and sustainable social development.In addition,this study is also a useful supplement to the content of green marketing.Although relatively standard research tools and methods are used in the study,there are still some areas that need to be improved due to the constraints of experimental conditions or environment,and it is expected to be improved and supplemented in the future.