An Investigation of Power of Anthropomorphism on Emontional Response, Human - Nature Relationship and Sustainable Behaviour

Abstract

The present study investigates the role of propensity to anthropomorphise nature (PAN), connectedness to nature (CN), man-nature orientation (MNO) and love of nature (LN) on the behavioural intention towards sustainable products (SP). Drawing insights from important theories like theory of planned behaviour, Sternberg’s triangular theory of love, interdependence theory, three-factor theory of anthropomorphism and biophilia hypothesis respectively, we argue that CN and MNO are crucial factors that creates emotional affinity and sense of responsibility among individuals to work towards sustainable development and protect nature. Furthermore, we also identified when nature is humanised by marketers and policymakers, it further strengthens sustainable consumer behaviour among those who are connected to nature and high on nature orientation. We also account for the role of involvement (INV) with the product category based on the elaboration likelihood model (ELM) in guiding behavioural intention towards sustainable products. We have selected sustainable apparel (SA) as the product category to test the conceptual model thus providing useful insight in the context of sustainable apparel. Through mixed method research design, we collected survey data from 588 educated urban consumers of India through convenience sampling and the data is analysed using structural equation modelling using IBM SPSS AMOS. The findings of this study provide empirical support for the research hypotheses and uncover positive role of LN, MNO and CN on BI towards SP. Furthermore, PAN and INV with the product category have differential moderating effects on BI towards SP. Thus, the study provides important insights into the role of the human-nature relationship and emotion in influencing sustainable consumer behaviour to policymakers and practitioners. The present work also contributes to the research on SA especially in the developing country context like India where in order to meet the Sustainable Development Goals, government is promoting production and consumption of apparel in sustainable ways. The findings of the study have important theoretical and managerial insights that further provide clarity and recommendations for building human nature relationships to foster Sustainable Consumer Behaviour (SCB).