Moral Archetypes of Mother Nature: How Anthropomorphism Shapes Human-Nature Relationships

C. Di Poce, C. Valor, C. Barbarossa

AMA Winter Academic Conference - 2026, Madrid (Spain). 13-15 February 2026

Summary:

Anthropomorphized portrayals of nature, particularly Mother Nature, are widely used to foster ecological responsibility but produce inconsistent responses, from care to detachment to blame. Prior research rarely examines why such portrayals diverge in impact. Addressing this gap, we explore the moral meanings audiences construct from Mother Nature personifications and how these shape human–nature relations. Drawing on 21 interviews and 140 Reddit posts, we identify four contrasting yet coexisting portrayals of Mother Nature. Our moral–relational model explains how these meanings drive divergent emotional and behavioral responses, advancing theory on nature anthropomorphism and guiding more effective sustainable communication.

Published in: AMA Winter Academic Conference 2026: Bridging at the Frontiers: Marketing for a World in Transition, vol. 37, pp: 1347-1350, ISBN: 979-8-3313-3308-9

Publication date: 06-Feb-2026.

Citation:
C. Di Poce, C. Valor, C. Barbarossa, "Moral Archetypes of Mother Nature: How Anthropomorphism Shapes Human-Nature Relationships", presented at AMA Winter Academic Conference - 2026, Madrid, Spain, 13-15 February 2026. In: AMA Winter Academic Conference 2026: Bridging at the Frontiers: Marketing for a World in Transition, vol. 37, pp. 1347-1350

IIT-26-005C