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

作　　者：冯文婷 薛舒允 汪涛 FENG Wenting;XUE Shuyun;WANG Tao(Gemmological Institute,China University of Geosciences(Wuhan),Wuhan 430074,China;Research Center for Psychological and Health Sciences,Educational Research Institute,China University of Geosciences(Wuhan),Wuhan 430074,China;Research Center for Organizational Marketing,Economics and Management School,Wuhan University,Wuhan 430072,China)

机构地区：[1]中国地质大学〔武汉〕珠宝学院 [2]中国地质大学〔武汉〕教育研究院心理科学与健康研究中心,武汉430074 [3]武汉大学经济与管理学院组织营销研究中心,武汉430072

出　　处：《心理学报》2025年第4期720-738,I0023-I0026,共23页Acta Psychologica Sinica

基　　金：国家社会科学基金项目(24BGL117)资助。

摘　　要：越来越多的企业采用品牌拟人化沟通的方式进行品牌传播,促进绿色消费倾向。本研究将基于习得可评估性理论,探索品牌拟人化沟通对绿色消费倾向的影响机制及边界条件。本研究共包含4个实验。实验1表明品牌拟人化沟通能够有效促进绿色消费倾向,构建了从品牌拟人化沟通到习得可评估性到品牌环保价值敏感性再到绿色消费倾向的完整因果链。实验2界定主效应的边界,发现相比于普通品牌,主效应在绿色品牌情境中更显著,再次验证主效应的理论逻辑。实验3分析了消费者动机类型(利己/利他)对主效应的调节作用。结果表明,当消费者利他动机被激发时,品牌拟人化沟通能够显著地促进绿色消费倾向,当消费者利己动机被激发时,品牌拟人化沟通不会影响绿色消费倾向。实验4验证了产品类型(搜索品/体验品)对主效应的调节作用。结果表明当产品类型为搜索品时,品牌拟人化沟通能够显著地促进绿色消费倾向,当产品类型为体验品时,品牌拟人化沟通不会影响绿色消费倾向。本研究拓展了品牌拟人化沟通以及绿色消费相关领域的研究。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 moderati

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 

分 类 号：B849[哲学宗教—应用心理学] F713.55[哲学宗教—心理学]