Anthropomorphism is the tendency to attribute human-like characteristics to non-human objects. We propose that anthropomorphizing nature objects in green could trigger individual concern toward nature. This research, which consists of two studies using the experimental method, aims to examine the effect of anthropomorphic green ad on advertising attitude, brand attitude, green behavior, and intention to donate in green cause-related marketing programs. The results of Study 1 showed that green advertising, which delivered anthropomorphism, is able to create more positive attitudes toward brands and attitudes toward green cause-related marketing. Anthropomorphic green ads in the form of text or images, designed using human appearance and characteristics generate more positive response than the ad with no human element. Furthermore, the result of Study 2 indicates that anthropomorphic green ads also have a positive effect on the consumers’ green behavior.
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