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All Journal MABIS: Manajemen dan Bisnis Journal of Management and Entrepreneurship Research
Zahrudy, Fahrais
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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From Perception to Purchase: How Anthropomorphism Shapes Buying Intentions through Product Knowledge Zahrudy, Fahrais; Rany, Tarysha Aulya Putri
Journal of Management and Entrepreneurship Research Vol. 6 No. 3 (2025)
Publisher : Universitas Islam Nahdlatul Ulama Jepara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34001/jmer.2025.9.06.3-69

Abstract

Objective: The current study examines the effect of three types of anthropomorphic design (appearance, emotional, and image) on consumer purchase intention by taking into account product knowledge as a cognitive mediator. The research thus contributes to the knowledge on how symbolic product cues influence cognition other than causing emotional responses. Research Design & Methods: A quantitative explanatory design was used to explore relationships between variables by using Partial Least Squares Structural Equation Modeling (PLS-SEM). The study used purposive sampling to collect data on 215 Indonesian Pop Mart consumers that was analysed using SmartPLS 4. Findings: Results indicate that appearance anthropomorphism has full mediation on intention by affecting it only through product knowledge. On the other hand, emotional cues lead intention non-cognitively. Image anthropomorphism follows both routes, showing partial mediation. These results show that the anthropomorphic designs trigger different cognitive and emotional processes. Implications & Recommendations: In the modern business language, the use of emotional appeal can no longer be the only foundation of effective branding. The deliberate addition of symbolic clarity and product meaning is required in effective practice. In such circumstances, anthropomorphic design becomes most effective when it is both informative and affectively appeals. Contribution & Value Added: This study refines the S-O-R framework by highlighting product knowledge as a symbolic mediator and reveals how different anthropomorphic cues activate cognitive vs. emotional pathways in consumer behavior.
The influence of green attitudes on sustainable consumption in the fashion industry Hidayat, Taufiq; Sumargo, Albertus Setyo; Zahrudy, Fahrais; Putra, Dimas Bayu Arya
Manajemen dan Bisnis Vol 25, No 1 (2026): March 2026 - Online First
Publisher : Department of Management - Faculty of Business and Economics. Universitas Surabaya.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24123/mabis.v25i1.1063

Abstract

This study aims to analyze the influence of environmental advertising, environmental concern, and the Lifestyle of Health and Sustainability on green attitudes, as well as their effects on sustainable consumption behavior and frugality consumption behavior among Generation Z in Indonesia. This research adopts quantitative research design using cross-sectional survey method. Data were collected from 332 Generation Z respondents in Indonesia through structured questionnaire. The proposed research model was tested using SEM to examine the relationships among the variables. The results indicate that environmental advertising, environmental concern, and the LOHAS lifestyle have a significant positive effect on green attitudes. Furthermore, green attitudes significantly influence both sustainable consumption behavior and frugality consumption behavior among Generation Z consumers. These findings confirm the important role of sustainability-oriented values and lifestyles in shaping responsible consumption behavior. The findings suggest that companies should strengthen environmental advertising strategies that emphasize sustainability values, while governments should enhance environmental education and awareness programs targeting Generation Z. Such efforts can effectively encourage sustainable and frugal consumption practices. This study contributes to the sustainability and consumer behavior literature by integrating environmental advertising, environmental concern, and LOHAS lifestyle in explaining sustainable and frugal consumption behavior on Generation Z consumers
Co-Authors Putra, Dimas Bayu Arya Rany, Tarysha Aulya Putri Sumargo, Albertus Setyo Taufiq Hidayat