Antropomorfisme Konsumen Pada Alam Dan Pengaruhnya Pada Sikap Terhadap Program Green Cause-related Marketing

Dwinita Laksmidewi • Yasintha Soelasih
Journal article MIX: Jurnal Ilmiah Manajemen • 2016 Индонезия

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(Bahasa Indonesia, 13 pages)


: Anthropomorphism is defined as the attribution of human characteristics inanimals, plants, or inanimate objects. In Indonesian society, natural objects such asmountains, sea, and trees are often anthropomorphized. Anthropomorphism tendency islinked to one's moral behavior, including behavior towards nature. This paper aims toexamine the relationship between consumer's anthropomorphism of nature and his moralattitude toward nature, namely in the form of attitudes toward the green cause-relatedmarketing program. The results showed that anthropomorphism of nature positively affectsconsumer attitudes toward green cause-related marketing program, which are significantlymediated by environmental knowledge and green behavior.




MIX: Jurnal Ilmiah Manajemen

MIX: Jurnal Ilmiah Manajemen adalah jurnal ilmiah bidang studi manajemen organisasi, pemasaran, d... see more