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.
Highlights
Faced with serious environmental problems that threaten the environment and human life, an increasing number of people are concerned more about environmental issues and sustainable development
The current research focused on the relationship of logo shapes and green consumption
Using different angular and circular logos as well as various products, we provided empirical evidence that consumers exposed to a circular logo were more inclined towards green consumption
Summary
Faced with serious environmental problems that threaten the environment and human life, an increasing number of people are concerned more about environmental issues and sustainable development. In the field of marketing, many companies are interested in developing eco-friendly products [1]. In spite of companies’ effort to develop green products, convincing consumers to engage in green consumption is still quite difficult [3]. Most of the research on green consumption has explored the influential factors of green consumption from a consumer-level perspective [4]. Kim and Choi [5] demonstrated that collectivism impacts consumers’ beliefs about consumer effectiveness, which in turn impacts their green consumption. Few studies have explored green consumption from a perspective of companies’ marketing strategies, especially the effect of brand logo design. Does brand logo design have an effect on green consumption? If yes, which kind of brand logos can most effectively convince consumers to engage in green consumption? Does brand logo design have an effect on green consumption? If yes, which kind of brand logos can most effectively convince consumers to engage in green consumption? Prior research has barely answered these questions
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