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Sustainability
Volume 12
Issue 5
10.3390/su12051791
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Article

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

by
Liying Xu
1,2,
Feng Yu
3,* and
Xiaojun Ding
1
1
School of Humanities and Social Sciences, Xi’an Jiaotong University, Xi’an 710049, China
2
Department of Social and Behavioural Sciences, City University of Hong Kong, Hong Kong, China
3
Department of Psychology, School of Philosophy, Wuhan University, Wuhan 430072, China
*
Author to whom correspondence should be addressed.
Sustainability 2020, 12(5), 1791; https://doi.org/10.3390/su12051791
Submission received: 22 January 2020 / Revised: 23 February 2020 / Accepted: 26 February 2020 / Published: 27 February 2020
(This article belongs to the Special Issue Well-Being and Happiness for Harmonization of Natural and Cultural Resources: Cross-Cultural Pillars of Sustainability)
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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.
Keywords: brand logo design; shape; green consumption; self-construal; power brand logo design; shape; green consumption; self-construal; power

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MDPI and ACS Style

Xu, L.; Yu, F.; Ding, X. Circular-Looking Makes Green-Buying: How Brand Logo Shapes Influence Green Consumption. Sustainability 2020, 12, 1791. https://doi.org/10.3390/su12051791

AMA Style

Xu L, Yu F, Ding X. Circular-Looking Makes Green-Buying: How Brand Logo Shapes Influence Green Consumption. Sustainability. 2020; 12(5):1791. https://doi.org/10.3390/su12051791

Chicago/Turabian Style

Xu, Liying, Feng Yu, and Xiaojun Ding. 2020. "Circular-Looking Makes Green-Buying: How Brand Logo Shapes Influence Green Consumption" Sustainability 12, no. 5: 1791. https://doi.org/10.3390/su12051791

APA Style

Xu, L., Yu, F., & Ding, X. (2020). Circular-Looking Makes Green-Buying: How Brand Logo Shapes Influence Green Consumption. Sustainability, 12(5), 1791. https://doi.org/10.3390/su12051791

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