Please Don’t Refuse Me: The Impact of Recycled Product Anthropomorphism on Consumer Advertising Avoidance

Recycled products have evolved from environmental substitutes to an important development direction in the future consumer market. However, consumers’ active avoidance of recycled product advertisements is still prevalent, which restricts their market acceptance and promotion. This study aims to systematically explore the relationship between recycled product anthropomorphism and consumer advertising avoidance, and reveal the mediating role of perceived risk, as well as the moderating effects of technology readiness and time orientation. A mixed exploratory method combining Smart PLS and fsQCA was adopted to conduct an in-depth analysis of 728 questionnaires. The results show that recycled product anthropomorphism has a significant negative impact on consumer advertising avoidance, and this effect is partially realized through the mediating mechanism of perceived risk, which is regulated by technology readiness and time orientation. The research results not only enrich the application of anthropomorphism theory in the field of sustainable consumption but also provide empirical evidence and practical guidance for companies to formulate effective recycled product advertising strategies and reduce consumer advertising avoidance.