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Does Psychological Ownership Matter? Investigating Consumer Green Brand Relationships through the Lens of Anthropomorphism

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  • Gunjan Malhotra

    (Operations Management, Institute of Management Technology, Ghaziabad, Raj Nagar, Ghaziabad 201001, Uttar Pradesh, India)

  • Vimi Jham

    (Marketing, Management Educator and Researcher, Dubai 122002, United Arab Emirates)

  • Nidhi Sehgal

    (Curtin University Dubai School of Business, Curtin University, Dubai 345031, United Arab Emirates)

Abstract

Environment sustainability is becoming an important social obligation for organizations. As consumers are becoming conscious of the environment conservation, organizations are using technology to increase efficiency while saving labor costs and providing a unique in-store experience, engaging consumers interaction with the brand. Artificial intelligence (AI), that involves machines or applications mimicking human intelligence, is transforming the manner in which the consumers interact with the brands. Applying the theory of anthropomorphism and the psychological ownership theory, this study significantly contributes to the existing literature by investigating the interplay between crucial constructs such as AI anthropomorphism, psychological ownership, and product usage barrier in the context of green brands. Data was collected through a questionnaire from Indian consumers (N = 295). Data analysis was conducted using the SPSS PROCESS macro. The study provides empirical evidence on the significant role of psychological ownership with green brand AI anthropomorphism for building consumer relationships. The findings revealed that green brand AI anthropomorphism creates product usage barriers, but along with psychological ownership, the influence on consumer relationships remains positive.

Suggested Citation

  • Gunjan Malhotra & Vimi Jham & Nidhi Sehgal, 2022. "Does Psychological Ownership Matter? Investigating Consumer Green Brand Relationships through the Lens of Anthropomorphism," Sustainability, MDPI, vol. 14(20), pages 1-15, October.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:20:p:13152-:d:941456
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    1. Sehgal, Nidhi & Jham, Vimi & Malhotra, Gunjan, 2023. "Does green brand anthropomorphism influence repurchase intention? Understanding the impact of brand warmth, psychological ownership, and self-brand congruity," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).

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