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