IDEAS home Printed from https://ideas.repec.org/a/spr/irpnmk/v21y2024i2d10.1007_s12208-023-00390-6.html
   My bibliography  Save this article

Advocating for mother nature: the roles of anthropomorphism, nature-evoked emotions and trust

Author

Listed:
  • Jhanghiz Syahrivar

    (President University)

  • Siska Purnama Manurung

    (President University)

  • Genoveva Genoveva

    (President University)

  • Sonny Sonny

    (President University)

  • Dani Lukman Hakim

    (President University)

  • Yuling Wei

    (Corvinus University of Budapest)

Abstract

Green brand advocacy, a unique phenomenon wherein regular customers champion environmentally conscious businesses, constitutes a vital extension of pro-environmental goals. This research extends prior research in green marketing by investigating the interplay between environmental activists and brands. Specifically, this research delves into the influence of attributing human-like qualities to nature and specific emotions evoked by nature on green brand advocacy in the scope of environmental activism. The research adopts the Simulation Theory to frame five pivotal concepts: nature anthropomorphism, ecological injustice, nature love, green trust, and green brand advocacy. Employing purposive sampling, this research gathered data from 303 environmental activists in Indonesia. A two-step analysis, utilizing the Structural Equation Modeling (SEM) via SPSS and AMOS software, was conducted to interpret the data. This research yields several theoretical contributions: firstly, nature anthropomorphism indirectly affects green brand advocacy through its positive relationship with ecological injustice and nature love. Secondly, this research uncovers that green trust negatively moderates the relationship between ecological injustice and green brand advocacy, emphasizing the need to effectively manage green trust to foster pro-environmental behaviors. The findings also carry noteworthy managerial implications: Businesses targeting environmental activists should customize their marketing content to align with activists’ anthropomorphic perspective of nature. However, businesses must also consider the potential adverse effects of green trust in their green marketing campaigns. Therefore, a balanced approach is advised, focusing on cultivating customer trust while promoting eco-friendly products. Overall, this research sheds light on the determinants influencing green brand advocacy in the context of environmental activism.

Suggested Citation

  • Jhanghiz Syahrivar & Siska Purnama Manurung & Genoveva Genoveva & Sonny Sonny & Dani Lukman Hakim & Yuling Wei, 2024. "Advocating for mother nature: the roles of anthropomorphism, nature-evoked emotions and trust," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 21(2), pages 415-441, June.
    • Handle: RePEc:spr:irpnmk:v:21:y:2024:i:2:d:10.1007_s12208-023-00390-6
    DOI: 10.1007/s12208-023-00390-6
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1007/s12208-023-00390-6
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.
    File URL: https://libkey.io/10.1007/s12208-023-00390-6?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Kwak, Hyokjin & Puzakova, Marina & Rocereto, Joseph F., 2017. "When brand anthropomorphism alters perceptions of justice: The moderating role of self-construal," International Journal of Research in Marketing, Elsevier, vol. 34(4), pages 851-871.
    2. Chaohua Huang & Rui Guo, 2021. "The effect of a green brand story on perceived brand authenticity and brand trust: the role of narrative rhetoric," Journal of Brand Management, Palgrave Macmillan, vol. 28(1), pages 60-76, January.
    3. Seongho Kang & Won‐Moo Hur, 2012. "Investigating the Antecedents of Green Brand Equity: A Sustainable Development Perspective," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 19(5), pages 306-316, September.
    4. Olson, Erik L., 2022. "Advocacy bias in the green marketing literature: Where seldom is heard a discouraging word," Journal of Business Research, Elsevier, vol. 144(C), pages 805-820.
    5. Armstrong, J. Scott & Overton, Terry S., 1977. "Estimating Nonresponse Bias in Mail Surveys," MPRA Paper 81694, University Library of Munich, Germany.
    6. Handyanto Widjojo & Sandy Gunawan, 2020. "Indigenous Tradition: An Overlooked Encompassing-Factor in Social Entrepreneurship," Journal of Social Entrepreneurship, Taylor & Francis Journals, vol. 11(1), pages 88-110, January.
    7. Munazza Saeed & Imran Shafique, 2021. "Green customer-based brand equity and green purchase consumption behaviour: the moderating role of religious commitment," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 23(9), pages 13284-13303, September.
    8. Rayees Farooq, 2016. "Role of structural equation modeling in scale development," Journal of Advances in Management Research, Emerald Group Publishing Limited, vol. 13(1), pages 1-1, March.
    9. Yu-Shan Chen, 2010. "The Drivers of Green Brand Equity: Green Brand Image, Green Satisfaction, and Green Trust," Journal of Business Ethics, Springer, vol. 93(2), pages 307-319, May.
    10. Angela Maria D’Uggento & Alfonso Piscitelli & Nunziata Ribecco & Germana Scepi, 2023. "Perceived climate change risk and global green activism among young people," Statistical Methods & Applications, Springer;Società Italiana di Statistica, vol. 32(4), pages 1167-1195, October.
    11. Peterson, Robert A, 1994. "A Meta-analysis of Cronbach's Coefficient Alpha," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 21(2), pages 381-391, September.
    12. Yi, Youjae & Gong, Taeshik, 2013. "Customer value co-creation behavior: Scale development and validation," Journal of Business Research, Elsevier, vol. 66(9), pages 1279-1284.
    13. Chairy Chairy & Jhanghiz Syahrivar, 2020. "You reap what you sow: The role of Karma in Green purchase," Cogent Business & Management, Taylor & Francis Journals, vol. 7(1), pages 1798066-179, January.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Sirén, Charlotta & Kohtamäki, Marko, 2016. "Stretching strategic learning to the limit: The interaction between strategic planning and learning," Journal of Business Research, Elsevier, vol. 69(2), pages 653-663.
    2. Baoliang Hu & Wei Huang & Shuai Yan & Guang Liu & Tao Zhang, 2020. "Business Model Design and Customer Loyalty: The Mediating Role of Customer Citizenship Behavior," Sustainability, MDPI, vol. 12(17), pages 1-14, August.
    3. Mihaela Simona Moise & Irene Gil-Saura & María-Eugenia Ruiz-Molina, 2020. "Implications of Value Co-Creation in Green Hotels: The Moderating Effect of Trip Purpose and Generational Cohort," Sustainability, MDPI, vol. 12(23), pages 1-20, November.
    4. Muhammad Ussama Majeed & Sumaira Aslam & Shah Ali Murtaza & Szakács Attila & Edina Molnár, 2022. "Green Marketing Approaches and Their Impact on Green Purchase Intentions: Mediating Role of Green Brand Image and Consumer Beliefs towards the Environment," Sustainability, MDPI, vol. 14(18), pages 1-18, September.
    5. Chiou‐Fong Wei & Chang‐Tang Chiang & Tun‐Chih Kou & Bruce C Y Lee, 2017. "Toward Sustainable Livelihoods: Investigating the Drivers of Purchase Behavior for Green Products," Business Strategy and the Environment, Wiley Blackwell, vol. 26(5), pages 626-639, July.
    6. Domina, Tanya & Lee, Seung-Eun & MacGillivray, Maureen, 2012. "Understanding factors affecting consumer intention to shop in a virtual world," Journal of Retailing and Consumer Services, Elsevier, vol. 19(6), pages 613-620.
    7. Muhammad Ishtiaq Ishaq & Eleonora Di Maria, 2020. "Sustainability countenance in brand equity: a critical review and future research directions," Journal of Brand Management, Palgrave Macmillan, vol. 27(1), pages 15-34, January.
    8. Zhu, Tengteng & Zhang, Lu & Zeng, Chuhong & Liu, Xin, 2022. "Rethinking value co-creation and loyalty in virtual travel communities: How and when they develop," Journal of Retailing and Consumer Services, Elsevier, vol. 69(C).
    9. Mujahid Ghouri, Arsalan & Mani, Venkatesh & Jiao, Zhilun & Venkatesh, V.G. & Shi, Yangyan & Kamble, Sachin S., 2021. "An empirical study of real-time information-receiving using industry 4.0 technologies in downstream operations," Technological Forecasting and Social Change, Elsevier, vol. 165(C).
    10. Aisling Bonner & George Onofrei & Paul Humphreys & Michael Margey & Trevor Cadden, 2021. "Entrepreneurial versus cooperative social capital: The impact on operational performance," Business Strategy and the Environment, Wiley Blackwell, vol. 30(8), pages 3854-3865, December.
    11. Jinsoo Hwang & Jung Kyu Choi, 2017. "An Investigation of Passengers’ Psychological Benefits from Green Brands in an Environmentally Friendly Airline Context: The Moderating Role of Gender," Sustainability, MDPI, vol. 10(1), pages 1-17, December.
    12. Muhammad Mohsin Butt & Saadia Mushtaq & Alia Afzal & Kok Wei Khong & Fon Sim Ong & Pui Fong Ng, 2017. "Integrating Behavioural and Branding Perspectives to Maximize Green Brand Equity: A Holistic Approach," Business Strategy and the Environment, Wiley Blackwell, vol. 26(4), pages 507-520, May.
    13. Huan-Ming Chuang & Chien-I Chen, 2023. "The Role of Two-Way Influences on Sustaining Green Brand Engagement and Loyalty in Social Media," Sustainability, MDPI, vol. 15(2), pages 1-16, January.
    14. Israr Ahmad; Fauzia Syed; Saima Naseer; Ghulam Rasool, 2018. "Environmental Concern as an Underlying Mechanism between Environmental Beliefs and Green Purchase Intentions," South Asian Journal of Management Sciences (SAJMS), Iqra University, Iqra University, vol. 12(1), pages 93-115, Spring.
    15. Yang, Hye-jeong & Fang, Mingjie & Yao, Jinge & Su, Miao, 2023. "Green cooperation in last-mile logistics and consumer loyalty: An empirical analysis of a theoretical framework," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    16. Eerdun Taoketao & Taiwen Feng & Yongtao Song & Yu Nie, 2018. "Does sustainability marketing strategy achieve payback profits? A signaling theory perspective," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 25(6), pages 1039-1049, November.
    17. Rosca, Eugenia & Bendul, Julia C., 2019. "Value chain integration of base of the pyramid consumers: An empirical study of drivers and performance outcomes," International Business Review, Elsevier, vol. 28(1), pages 162-176.
    18. Minh-Tri Ha, 2021. "Optimizing Green Brand Equity: The Integrated Branding and Behavioral Perspectives," SAGE Open, , vol. 11(3), pages 21582440211, July.
    19. Rui Guo & Lan Tao & Caroline Bingxin Li & Tao Wang, 2017. "A Path Analysis of Greenwashing in a Trust Crisis Among Chinese Energy Companies: The Role of Brand Legitimacy and Brand Loyalty," Journal of Business Ethics, Springer, vol. 140(3), pages 523-536, February.
    20. Machiel J. Reinders & Jos Bartels, 2017. "The roles of identity and brand equity in organic consumption behavior: Private label brands versus national brands," Journal of Brand Management, Palgrave Macmillan, vol. 24(1), pages 68-85, January.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:irpnmk:v:21:y:2024:i:2:d:10.1007_s12208-023-00390-6. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.