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 › peer-review
Author(s)
Related Research Unit(s)
Detail(s)
Original language | English |
---|---|
Article number | ARTN 1791 |
Number of pages | 13 |
Journal / Publication | Sustainability |
Volume | 12 |
Issue number | 5 |
Online published | 27 Feb 2020 |
Publication status | Published - 1 Mar 2020 |
Link(s)
DOI | DOI |
---|---|
Attachment(s) | Documents
Publisher's Copyright Statement
|
Link to Scopus | https://www.scopus.com/record/display.uri?eid=2-s2.0-85090924781&origin=recordpage |
Permanent Link | https://scholars.cityu.edu.hk/en/publications/publication(d6c36902-154f-4430-a87c-8d0a6d168bde).html |
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.
Research Area(s)
- brand logo design, shape, green consumption, self-construal, power
Citation Format(s)
Circular-Looking Makes Green-Buying: How Brand Logo Shapes Influence Green Consumption. / Xu, Liying; Yu, Feng; Ding, Xiaojun.
In: Sustainability, Vol. 12, No. 5, ARTN 1791, 01.03.2020.
In: Sustainability, Vol. 12, No. 5, ARTN 1791, 01.03.2020.
Research output: Journal Publications and Reviews (RGC: 21, 22, 62) › 21_Publication in refereed journal › peer-review
Download Statistics
No data available