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

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  • Liying Xu

    (School of Humanities and Social Sciences, Xi’an Jiaotong University, Xi’an 710049, China
    Department of Social and Behavioural Sciences, City University of Hong Kong, Hong Kong, 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)

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.

Suggested Citation

  • Liying Xu & Feng Yu & Xiaojun Ding, 2020. "Circular-Looking Makes Green-Buying: How Brand Logo Shapes Influence Green Consumption," Sustainability, MDPI, vol. 12(5), pages 1-13, February.
    • Handle: RePEc:gam:jsusta:v:12:y:2020:i:5:p:1791-:d:325930
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    References listed on IDEAS

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    3. Anna Adamus-Matuszyńska & Piotr Dzik & Jerzy Michnik & Grzegorz Polok, 2021. "Visual Component of Destination Brands as a Tool for Communicating Sustainable Tourism Offers," Sustainability, MDPI, vol. 13(2), pages 1-17, January.
    4. Santa, Juana Castro & Drews, Stefan, 2023. "Heuristic processing of green advertising: Review and policy implications," Ecological Economics, Elsevier, vol. 206(C).

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