| Anthropomorphism is defined as the attribution of human characteristics in animals, plants, or inanimate objects. In Indonesian society, natural objects such as mountains, sea, and trees are often anthropomorphized. Anthropomorphism tendency is linked to one's moral behavior, including behavior towards nature. This paper aims to examine the relationship between consumer's anthropomorphism of nature and his moral attitude toward nature, namely in the form of attitudes toward the green cause-related marketing program. The results showed that anthropomorphism of nature positively affects consumer attitudes toward green cause-related marketing program, which are significantly mediated by environmental knowledge and green behavior. |