ANTROPOMORFISME KONSUMEN PADA ALAM DAN PENGARUHNYA PADA SIKAP TERHADAP PROGRAM GREEN CAUSE-RELATED MARKETING

Abstract

Abstract: Anthropomorphism is defined as the attribution of human characteristics in animals, plants, or inanimate objects. In Indonesian society, natural objects such as mountains, sea, and trees are often anthropomorphized. Anthropomorphism tendency is linked to one's moral behavior, including behavior towards nature. This paper aims to examine the relationship between consumer's anthropomorphism of nature and his moral attitude toward nature, namely in the form of attitudes toward the green cause-related marketing program. The results showed that anthropomorphism of nature positively affects consumer attitudes toward green cause-related marketing program, which are significantly mediated by environmental knowledge and green behavior. Keywords: anthropomorphism, green behavior, cause-related marketing

Abstrak: Antropomorfisme didefinisikan sebagai pengenaan ciri-ciri manusia pada binatang, tumbuh-tumbuhan, atau benda mati. Pada masyarakat Indonesia, benda alam seperti gunung, laut, pohon seringkali diantropomorfiskan. Kecenderungan antropomorfisme mempunyai keterkaitan dengan perilaku moral seseorang, termasuk perilaku terhadap alam. Penelitian ini bertujuan untuk mengkaji keterkaitan antara antropomorfisme konsumen terhadap alam dengan sikap moralnya terhadap alam, yaitu dalam wujud sikap terhadap program causerelated marketing. Hasil menunjukkan bahwa antropomorfisme pada alam berpengaruh positif terhadap sikap konsumen akan program cause-related marketing, yang secara signifikan dimediasi oleh pengetahuan mengenai masalah lingkungan alam dan perilaku hijau. Kata kunci: antropomorfisme, perilaku hijau, cause-related marketing