| Popis: |
Although Consumers’ awareness about the environmental impact of consumptions and their appreciations of green products are on the rise. However, past research has shown that the adoption of green products is still relatively low. In this research, we propose that consumers’ internal locus of control (i.e., the degree to which consumers believe that they have control over the outcome of events in their lives) and the attribution of human emotions to a product, termed as product anthropomorphism might jointly affect consumer purchase decisions. Specifically, in this research, we examine the moderating effect of product anthropomorphism on the relationship between consumers’ internal locus of control and purchase intention of an anthropomorphised green product. In this research, we use the adoption of an energy-saving electric kettle as our research context. |
