An Investigation of Power of Anthropomorphism on Emotional Response Human Nature Relationship and Sustainable Consumer Behaviour

Abstract

The present study investigates the role of propensity to anthropomorphise nature (PAN), newlineconnectedness to nature (CN), man-nature orientation (MNO) and love of nature (LN) on the newlinebehavioural intention towards sustainable products (SP). Drawing insights from important newlinetheories like theory of planned behaviour, Sternberg s triangular theory of love, newlineinterdependence theory, three-factor theory of anthropomorphism and biophilia hypothesis newlinerespectively, we argue that CN and MNO are crucial factors that creates emotional affinity newlineand sense of responsibility among individuals to work towards sustainable development and newlineprotect nature. Furthermore, we also identified when nature is humanised by marketers and newlinepolicymakers, it further strengthens sustainable consumer behaviour among those who are newlineconnected to nature and high on nature orientation. We also account for the role of newlineinvolvement (INV) with the product category based on the elaboration likelihood model newline(ELM) in guiding behavioural intention towards sustainable products. We have selected newlinesustainable apparel (SA) as the product category to test the conceptual model thus providing newlineuseful insight in the context of sustainable apparel. newlineThrough mixed method research design, we collected survey data from 588 educated urban newlineconsumers of India through convenience sampling and the data is analysed using structural newlineequation modelling using IBM SPSS AMOS. The findings of this study provide empirical newlinesupport for the research hypotheses and uncover positive role of LN, MNO and CN on BI newlinetowards SP. Furthermore, PAN and INV with the product category have differential newlinemoderating effects on BI towards SP. Thus, the study provides important insights into the newlinerole of the human-nature relationship and emotion in influencing sustainable consumer newlinebehaviour to policymakers and practitioners. The present work also contributes to the newlineresearch on SA especially in the developing country context like India where in order to meet newlinethe Sustainable Development Goals, government is promoting prod