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The Impact of Anthropomorphic Eco-Friendly Logos on Consumers’ Green Purchase Intention: A Moderated Mediation Model

Anthropomorphism is a widely used marketing strategy, yet less is known about how baby-schema anthropomorphic cues embedded in eco-friendly logos function as compact visual identity cues to promote consumers’ green purchase intention through positive emotional attribution. Drawing on baby-schema the...

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Principais autores: Yi An, Ji Xu, Dingbang Luh, Tiansheng Xia, Yibing Chen
Formato: Artigo
Idioma:Inglês
Publicado em: MDPI AG 2026-06-01
coleção:Behavioral Sciences
Assuntos:
anthropomorphism
perceived love
perceived hope
eco-friendly logos
environmental attitude
green purchase intention
Acesso em linha:https://www.mdpi.com/2076-328X/16/6/965
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