Using Images of Eyes to Enhance Green Brand Purchase Intentions Through Green Brand Anthropomorphism Strategies: The Moderator Role of Facial Expression
This study uses an experimental comparison to analyze the effects of anthropomorphic strategies that use images with eyes (vs. those without eyes) on consumers’ willingness to buy green products, as well as the mechanism of action. The study finds that concerning the anthropomorphic features of a pr...
Main Authors: | , , , |
---|---|
Format: | Article |
Language: | English |
Published: |
Frontiers Media S.A.
2020-10-01
|
Series: | Frontiers in Psychology |
Subjects: | |
Online Access: | https://www.frontiersin.org/article/10.3389/fpsyg.2020.568595/full |
id |
doaj-7ea1cd86192649679dce0a14771570e7 |
---|---|
record_format |
Article |
spelling |
doaj-7ea1cd86192649679dce0a14771570e72020-11-25T03:51:28ZengFrontiers Media S.A.Frontiers in Psychology1664-10782020-10-011110.3389/fpsyg.2020.568595568595Using Images of Eyes to Enhance Green Brand Purchase Intentions Through Green Brand Anthropomorphism Strategies: The Moderator Role of Facial ExpressionZelin Tong0Tingting Li1Jingdan Feng2Qin Zhang3Management School, Hainan University, Haikou, ChinaManagement School, Hainan University, Haikou, ChinaManagement School, Hainan University, Haikou, ChinaBusiness School, Central South University, Changsha, ChinaThis study uses an experimental comparison to analyze the effects of anthropomorphic strategies that use images with eyes (vs. those without eyes) on consumers’ willingness to buy green products, as well as the mechanism of action. The study finds that concerning the anthropomorphic features of a product, anthropomorphic strategies containing images of eyes lead to more positive purchase intention for green products than those without images of eyes. Simultaneously, these green purchase intentions are mediated through the variable of green trust regardless of whether the anthropomorphic strategies feature eyes. Beyond this, the discussed effects are moderated when anthropomorphic strategies featuring different facial expressions are used. The findings of this study provide useful suggestions for green brand marketing strategies and management practices that use anthropomorphism.https://www.frontiersin.org/article/10.3389/fpsyg.2020.568595/fullanthropomorphismeye effectgreen trustpurchase intention of green productsanthropomorphic strategies |
collection |
DOAJ |
language |
English |
format |
Article |
sources |
DOAJ |
author |
Zelin Tong Tingting Li Jingdan Feng Qin Zhang |
spellingShingle |
Zelin Tong Tingting Li Jingdan Feng Qin Zhang Using Images of Eyes to Enhance Green Brand Purchase Intentions Through Green Brand Anthropomorphism Strategies: The Moderator Role of Facial Expression Frontiers in Psychology anthropomorphism eye effect green trust purchase intention of green products anthropomorphic strategies |
author_facet |
Zelin Tong Tingting Li Jingdan Feng Qin Zhang |
author_sort |
Zelin Tong |
title |
Using Images of Eyes to Enhance Green Brand Purchase Intentions Through Green Brand Anthropomorphism Strategies: The Moderator Role of Facial Expression |
title_short |
Using Images of Eyes to Enhance Green Brand Purchase Intentions Through Green Brand Anthropomorphism Strategies: The Moderator Role of Facial Expression |
title_full |
Using Images of Eyes to Enhance Green Brand Purchase Intentions Through Green Brand Anthropomorphism Strategies: The Moderator Role of Facial Expression |
title_fullStr |
Using Images of Eyes to Enhance Green Brand Purchase Intentions Through Green Brand Anthropomorphism Strategies: The Moderator Role of Facial Expression |
title_full_unstemmed |
Using Images of Eyes to Enhance Green Brand Purchase Intentions Through Green Brand Anthropomorphism Strategies: The Moderator Role of Facial Expression |
title_sort |
using images of eyes to enhance green brand purchase intentions through green brand anthropomorphism strategies: the moderator role of facial expression |
publisher |
Frontiers Media S.A. |
series |
Frontiers in Psychology |
issn |
1664-1078 |
publishDate |
2020-10-01 |
description |
This study uses an experimental comparison to analyze the effects of anthropomorphic strategies that use images with eyes (vs. those without eyes) on consumers’ willingness to buy green products, as well as the mechanism of action. The study finds that concerning the anthropomorphic features of a product, anthropomorphic strategies containing images of eyes lead to more positive purchase intention for green products than those without images of eyes. Simultaneously, these green purchase intentions are mediated through the variable of green trust regardless of whether the anthropomorphic strategies feature eyes. Beyond this, the discussed effects are moderated when anthropomorphic strategies featuring different facial expressions are used. The findings of this study provide useful suggestions for green brand marketing strategies and management practices that use anthropomorphism. |
topic |
anthropomorphism eye effect green trust purchase intention of green products anthropomorphic strategies |
url |
https://www.frontiersin.org/article/10.3389/fpsyg.2020.568595/full |
work_keys_str_mv |
AT zelintong usingimagesofeyestoenhancegreenbrandpurchaseintentionsthroughgreenbrandanthropomorphismstrategiesthemoderatorroleoffacialexpression AT tingtingli usingimagesofeyestoenhancegreenbrandpurchaseintentionsthroughgreenbrandanthropomorphismstrategiesthemoderatorroleoffacialexpression AT jingdanfeng usingimagesofeyestoenhancegreenbrandpurchaseintentionsthroughgreenbrandanthropomorphismstrategiesthemoderatorroleoffacialexpression AT qinzhang usingimagesofeyestoenhancegreenbrandpurchaseintentionsthroughgreenbrandanthropomorphismstrategiesthemoderatorroleoffacialexpression |
_version_ |
1724487518730059776 |