Xinyu Zeng

With the emergence of green consumption as a crucial initiative to address global warming and environmental pollution, promoting the purchase of green products has garnered significant attention. Brand anthropomorphism is an effective strategy for encouraging green product purchasing. However, the mechanisms by which various types of brand anthropomorphism influence green purchase intentions have not been fully revealed, and their boundary conditions have yet to be explored. To address these gaps, this study investigated how different types of brand anthropomorphism (i.e., warmth vs. competence) and advertising appeals (i.e., altruistic vs. egoistic) jointly affect consumers' green purchase intentions. Additionally, this study examined how brand anthropomorphism influences green purchase intentions among consumers with different relationship orientations (i.e., communal‐oriented vs. exchange‐oriented). This research also reveals the mediating roles of green perceived value and green self‐identity. Our findings indicate that when paired with altruistic (egoistic) appeals, warmth (competence) anthropomorphism significantly enhances consumers' green perceived value and green self‐identity, resulting in their increased green purchase intentions. Moreover, for communal (exchange)‐oriented consumers, warmth (competence) anthropomorphism significantly increases consumers' green perceived value and green self‐identity, which also enhance their green purchase intentions. These findings provide new insights into brand anthropomorphism in the field of green marketing.

Social commerce has become a mainstream online shopping phenomenon. The effects of single social-commerce modes, such as live streaming and online consumer reviews (OCRs), on consumers’ purchase intention have attracted much attention. However, the existing literature overlooks the combined impact and complementary mechanisms of multiple social business modes on purchase intention. Drawing on the previous research, we identified the characteristics of live streaming and the characteristics of OCRs. Drawing inspiration from channel complementarity theory, a dual-channel influence model is presented. We collected 448 online questionnaires from several social-commerce platforms. The data were processed via structural equation modeling. The results show that the social-commerce modes of live streaming and OCRs can jointly influence consumers’ purchase intention, sense of community, interactivity, perceived usefulness, and perceived trust as antecedents of purchase intention, with customer engagement playing a mediating role. However, emotional support had no impact on purchase intention. This study provides useful insight into the mechanisms behind how multiple social-commerce channels influence purchase intention.