关键词: 品牌拟人化沟通；绿色消费倾向；环保价值敏感性；习得可评估性理论

Abstract: An increasing number of companies are adopting anthropomorphic communication strategies to enhance brand messaging and promote green consumer tendencies. This study explores the influence mechanisms and boundary conditions of anthropomorphic communication on green consumption tendency based on the learned evaluability theory. It comprises four experiments. Experiment 1 shows that brand anthropomorphic communication can effectively promote green consumption tendency, and constructs a complete causal chain from brand anthropomorphic communication to the acquisition of evaluability, to brand environmental value sensitivity and then to the tendency of green consumption. Experiment 2 defined the boundaries of the main effect, and found that the main effect was more significant in the green brand context than in the ordinary brand context, which again verified the theoretical logic of the main effect. Experiment 3 analyzed the moderating effect of consumer motivation type (egoism/altruism) on the main effect. The results show that when consumers' altruistic motivation is stimulated, brand anthropomorphic communication can significantly promote green consumption tendency, and when consumers' egoistic motivation is stimulated, brand anthropomorphic communication does not affect green consumption tendency. Experiment 4 examines the moderating role of product type (search goods/experience goods) on the main effect, finding that anthropomorphic communication significantly promotes green consumption tendency for search goods, while having no effect for experience goods. This study expands the literature on anthropomorphic communication and green consumption.

Key words: brand anthropomorphic communication, green consumption tendency, environmental value sensitivity, learned evaluability theory