Humanizing Conservation: How Anthropomorphism Overcomes Cynicism

摘要

The societal push for environmental sustainability is ever-increasing, leading consumers and companies alike to engage in more sustainable practices. One common means of encouraging consumers to conserve is the use of conservation signs in service environments (such as restrooms and hotel rooms). However, cynical consumers may view these signs as arising from impure motives on the part of the company, leading to decreased conservation efforts. Thus, this work addresses the following questions: how do anthropomorphic cues help to increase consumer conservation efforts by countering the negative influence of consumer cynicism on these efforts, and what is the underlying process associated?