Circular-Looking Makes Green-Buying: How Brand Logo Shapes Influence Green Consumption

Liying Xu, Feng Yu and Xiaojun Ding
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Liying Xu: School of Humanities and Social Sciences, Xi’an Jiaotong University, Xi’an 710049, China
Feng Yu: Department of Psychology, School of Philosophy, Wuhan University, Wuhan 430072, China
Xiaojun Ding: School of Humanities and Social Sciences, Xi’an Jiaotong University, Xi’an 710049, China

Sustainability, 2020, vol. 12, issue 5, 1-13

Abstract: Despite the development of green products, convincing consumers to engage in green consumption is still a difficult task. This research attempts to help solve this problem from the perspective of brand logo design. Specifically, this research explores how circular and angular logo shapes influence green consumption. Three studies provide support for our basic prediction that a circular (vs. angular) logo is more effective in promoting green consumption. Self-construal plays a mediating role in this mechanism. However, the logo shape effect disappears when consumers are primed with high sense of power. When taken together, this research not only has theoretical contributions to green consumption and visual marketing, it also provides practical implications for firms manufacturing green products.

Keywords: brand logo design; shape; green consumption; self-construal; power (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (4)

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