Key points are not available for this paper at this time.
This study explores the impact of green brand AI anthropomorphism on consumer-brand relationships, focusing on the mediating roles of psychological distance and trust and the moderating role of product usage barriers. It contributes to anthropomorphism theory, construal-level theory, and green branding literature. Data from Indian consumers were analyzed using SPSS PROCESS macro and AMOS 25. The results of the study indicate that brand AI anthropomorphism enhances consumer-brand relationships, with trust playing a significant role. Notably, the product usage barrier does not diminish trust or affect the relationship between brand AI anthropomorphism and consumers via psychological distance. This study extends the literature on anthropomorphism, AI, and product usage barriers in green brand AI anthropomorphic assistants.
Jham et al. (Sat,) studied this question.