Abstract
The visual design of environmentally friendly products has a strong influence on consumer decisions. The study offers a novel insight, suggesting that consumers' perceptions of environmentally friendly products may be affected by the visual density design. Four experiments tested the effect of visual density on the perceived greenness of environmentally friendly products. Study 1 showed that perceived greenness was higher for environmentally friendly products with low visual density design. Study 2 repeatedly confirmed this impact and found that perceived production cost acted as a mediating factor. Study 3 and 4 found two boundary conditions for this effect. Study 3 showed that the effect of visual density design attenuated for consumers with weak holistic thinking. Study 4 further revealed that when emphasizing the use of environment-friendly materials, the effect of visual density design was also attenuated. The findings enrich the discussion on the visual design of green products, extend the effect of visual density on consumer attitudes, and provide practical implications for marketers to choose the appropriate appearance for environmentally friendly products.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.