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

Research output: Journal Publications and Reviews (RGC: 21, 22, 62)21_Publication in refereed journal

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Original languageEnglish
Article numberARTN 1791
Number of pages13
Journal / PublicationSustainability
Issue number5
Online published27 Feb 2020
Publication statusPublished - 1 Mar 2020



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.

Research Area(s)

  • brand logo design, shape, green consumption, self-construal, power

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