Anthropomorphism refers to the tendency to imbue the nonhuman objects with humanlike
characteristics, intentions, and behavior. Humans have a tendency to give human
psychological qualities (such as consciousness, and social emotions) in nature objects, such
as volcanoes, trees and lakes. Following the various natural phenomena in Indonesia showed
a tendency of people in anthropomorphizing nature. Deterioration of natural environment is a
concern of the world today therefore the research about consumer’s green behavior becomes
important. This paper aims to describe the consumers’ anthropomorphism toward nature,
green behavior, and the consequences of anthropomorphizing nature towards green behavior
and green product attitude. Our studies show that Indonesian consumers have moderate level
of natural anthropomorphism, and fairly good green behavior. Consumers’
anthropomorphizing nature has a positive effect on green behavior and attitude toward green
product. |