Threat to Nature Connectedness: How Does It Influence Consumers’ Preferences for Automated Products?

Connection with the natural world is a fundamental human need related to sustainable development. However, such a human need is very likely to be threatened in modern, industrialized society. This paper represents the first attempt to investigate the effect of perceived disconnection from nature on consumers’ preference for automated products (e.g., virtual assistants). Based on two surveys (276 adult participants) and one experimental study (282 adult participants), we found that perceived disconnection from nature can magnify consumers’ resistance to automated products. We further examined the underlying mechanism through moderated mediation model and revealed that consumers who perceive greater nature disconnection are less likely to perceive automated products as helpful friends, leading to a lower likelihood of adopting these products. The present research unveils this novel effect of perceived disconnection with nature on consumer behavior and provides fresh insight into how consumers’ preferences for automated products can be influenced by psychology rather than technology. Additionally, these findings can extend the research regarding sustainable consumption.