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Academic Journal of Business & Management, 2022, 4(17); doi: 10.25236/AJBM.2022.041711.

Study on the Influence of Negative Anthropomorphic Image on Green Consumption Intention


Jiarui Zhang

Corresponding Author:
Jiarui Zhang

School of Business, Xi’an International Studies University, Xi’an, China


In order to investigate the relationship between negative anthropomorphic image and green consumption intention, constructs a theoretical model between negative anthropomorphic images, perceived threat and green consumption intention, uses a questionnaire research method, and analyzes the results using structural equation modeling. The results show that negative anthropomorphic images negatively affect consumers' green consumption intention; negative anthropomorphic images positively affect perceived threat, perceived threat positively affects consumers' consumption intention, and perceived threat plays a mediating role in the influence of negative anthropomorphic images on green consumption intention.


Negative anthropomorphic images, Perceived threat, Green consumption intention

Cite This Paper

Jiarui Zhang. Study on the Influence of Negative Anthropomorphic Image on Green Consumption Intention. Academic Journal of Business & Management (2022) Vol. 4, Issue 17: 80-84. https://doi.org/10.25236/AJBM.2022.041711.


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