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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 fo...
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Context 1
... participants were shown a brief introduction of LHA, which contained a sentence "LHA is a manufacturer specializing in different kinds of household cleansers" and a picture of LHA's logo. We used circular and angular logos developed by Jiang et al. [17], and we added "LHA" in various fonts at the bottom of different logo (see Figure 1). Following exposure to the introduction, participants were asked to imagine that they were going shopping for a household cleanser. ...
Citations
... Logos conveying a sense of dynamic movement are more likely to attract consumers' attention [87]. Additionally, the location and size of logos on packaging and mobile media have an impact on consumer preferences [88]. Consumers prefer stronger brands when the logo is in a higher position; when the logo is in a lower position, consumers prefer weaker brands [89]. ...
Brand visual identity is a critical component of brand image and impacts consumers' brand perception and attitude. Although scholars and practitioners have increasingly researched brand visual identity, most focus on brand communication and corporate management perspectives, necessitating a systematic review of consumer attitudes based on brand visual identity elements. This study aims to review the impact of brand visual identity on consumer attitudes and provide directions for future research. We conducted a systematic search using PRISMA guidelines, reviewed relevant articles published in four databases (Web of Sciences, ProQuest, Scopus, and Elsevier) in the past two decades (2004-2024), and obtained 559 articles in April 2024. We conducted a thorough peer-review of both theoretical and empirical journal articles, followed by a scoping review. Thirty-four studies were eligible, analysing consumers' perceptions of various core elements of brand visual identity (BVI) (such as brand logo, colour, name, typography, and font), as well as the impact of brand visual identity on consumer attitudes and the practical implications of brand management. The results show that the consumption of visual identification elements affects consumers' perceived brand quality, brand personality, brand satisfaction, loyalty, favourability, and so on., as well as purchase intentions and social attitudes. In summary, the findings indicate that brand visual identity elements impact consumer perceptions and attitudes. However, despite some progress, further research is necessary to arrive at more definitive and robust conclusions.
... Pattern elements at the beginning of visual communication design, designers should clarify the design direction of pattern elements and the specific role of such pattern elements so that pattern elements can meet the general requirements of brand development and construction [10][11]. In addition, the designers should stand in the user's perspective, analyze and summarize in detail the influence of different pattern elements on the user's sense of user experience, the effect on the user's interactive experience effect, and then, based on such experience, reasonably choose the form of pattern in terms of lines and colors to do more research, so that the pattern elements can not only create the corresponding visual impact but also reflect the brand's design idea, product design concept and The application performance of the system [12][13]. Optimization in design concept and design thought, more scientific selection of pattern elements, more accurate grasp of the role of different pattern elements, the correct design of the specific content and form of pattern elements, to promote the pattern elements with visual communication effect at the same time, more cultural connotation, but also more product characteristics [14]. ...
This paper combines the personalized and diversified features of modern aesthetic vision, highlighting the static and dynamic performance of pattern visuals. The visual communication of brand pattern is based on computer graphic image design to interpret the information in a visual medium, and the image processing method is used to sample the visual image of brand modeling, extract the edge contour feature amount of the visual image of brand modeling, construct the 3D visual reconstruction model, and carry out 3D feature analysis and sparse surface feature reconstruction. The visual communication art cognition of the brand pattern is analyzed from the analysis of the visual perceptual, psychological evaluation of the pattern and the analysis of the effect of the pattern diameter and spacing. If the pattern's brightness and background brightness are higher, the livelier the space feels. However, the relationship between the lively and solemn sense of space and the patterns' graph diameter and spacing was not obvious, with correlation coefficients of -0.618 and -0.345, respectively, p<0.01.
... In sum, consumers tend to select environmental protection behavior that is consistent with their motives (Frank and Brock, 2019;Hosta and Zabkar, 2021). Although the fundamental motive framework has been used to explain other types of environmental behavior, previous research has not tapped into the underlying motives of EC adoption (Huang and Ge, 2019; Xu et al., 2020b). Thus, this study uses the fundamental motives framework to understand EC adoption. ...
... Among the EC attributes, some attributes were linked to specific motives. For instance, attribute price and logo facilitate status-motive (Otterbring et al., 2020), while the logo shape is associated with the affiliation motive (Xu et al., 2020b). However, the link between EC attributes and each fundamental motive is still under-examined. ...
Purpose
Electric cars (EC) adoption represents a strategic action aimed at promoting environmental sustainability. Although Millennials and Gen Z represent the greatest potential market for EC, their adoption remains low; thus, this study focused on examining the role of motive in predicting EC adoption intention within these two generations’ population. Built upon the fundamental motive framework, this research explores the motives that lead to EC adoption intention. Subsequently, this study aims to examine the role of performance expectancy as the mediating variable and EC attributes beliefs as the moderating variable that can promote EC adoption intention.
Design/methodology/approach
Both exploratory and confirmatory methods were used in this investigation. Using an exploratory approach, this research explores the fundamental motives and the attributes of EC that influence EC adoption intention. Using a confirmatory approach, this research tests the mediating role of performance expectancy. To collect the data, an online survey was administered to 260 young consumers in Indonesia.
Findings
The results of PLS-SEM analysis from the data revealed that self-protection, kin-care, status and affiliative motives influence EC adoption. Furthermore, performance expectancy mediates the relationship between self-protection, mate acquisition, affiliative motives and EC adoption intention. Among EC attributes, the short-haul performance strengthens the indirect relationship between affiliative motive and EC adoption intention.
Research limitations/implications
The main limitation of this study is that it only focuses on the practical attributes of EC, whereas psychological attributes that were found to be more influential in consumer’s purchase decisions were not examined.
Practical implications
Marketers need to explore EC attributes that can strengthen the relationship between consumers’ motives and EC adoption intention by increasing consumers’ evaluation of performance expectancy. In this study, marketers can promote short-haul performance, as it will lead to EC adoption for consumers with affiliative motives.
Originality/value
This study ties together two lines of research on the adoption of EC, exploring EC attributes and examining consumers’ motivation to choose EC, especially Millennials and Gen Z. In this way, EC attributes facilitate the fulfillment of consumers’ needs and promote EC adoption intention.
... Elsewhere, Yang et al. [24] discussed the influence of Chinese enterprises' green marketing behavior on consumers' green consumption intentions, while Yang Shuli [25] collected and analyzed data through a questionnaire survey and found that the enterprises' green marketing behavior had a positive impact on consumers' green consumption intention. Moreover, Xu et al. [26] analyzed how enterprises persuade consumers to engage in green consumption from the perspective of brand logo design. In addition to the existing scale, they further developed a scale for the green marketing activities of enterprises. ...
With the proposal of the goal of “carbon peak, carbon neutrality”, the concept of environmental protection has become increasingly popular. To explore the characteristics and influencing factors of consumers’ green consumption behavior against a dual-carbon background, this study proposed research variables and hypotheses about green consumption behavior and influencing factors. With the research purpose, research variables, and hypotheses, a questionnaire was designed. Consumers in Anhui Province were chosen as research samples. SPSS26.0 was employed to conduct reliability and validity analysis, correlation analysis, and stepwise linear regression analysis of the questionnaire data to evaluate the factors affecting consumers’ green consumption behavior; through these measures, it was verified that there existed a significant relationship between green consumption behavior and the influencing factors of purchase motivation, channel factor, consumer innovation, and price factor. And it was also verified that the influence of incentive factors and psychological factors was not significant. Based on this, the current study proposes countermeasures and suggestions for setting up environmental awareness, reducing the price of green products, expanding green consumption channels, and stimulating consumer innovation.
... The use of Chinese provincial panel data is to investigate the spatial impact of renewable energy green innovation and fossil energy consumption on air pollution in China from 2011 to 2017. The literature [28] explores how circular and angular sign shapes affect green consumption. Support is provided for the basic prediction that circular (as opposed to angular) signs are more effective in promoting green consumption. ...
Promoting a green consumption economy to achieve steady improvement in quality and reasonable growth in quantity is not only the immediate need to cope with the slowdown of economic growth, but also the long-term strategy to build a new development pattern. In this paper, a green consumption behavior model is created under the constraints of the environmental technology model and green consumption concept model. Through the numerical empowerment comparison of five elements in the green consumption behavior model: behavioral attitude, subjective norm, perceived behavioral control, behavioral intention, and individual behavior, we analyze and study the influence of the constraints of environmental technology and the green consumption concept on the green consumption behavior of contemporary young people. The experiment proves that the direct effect value of the environmental technology goal constraint is 0.5412 and the indirect effect value is 0.6354 under the mediating effect of dual goal constraint. The direct effect value of the green consumption concept constraint was 0.3652 and the indirect effect value was 0.2376. This verifies that the green consumption behavior of young people is determined by the environmental technology constraint and the green consumption concept constraint, which enhances the ethics of consumers’ green environmental protection and effectively promotes the government’s measures for green information and green policies, which can provide ideas for achieving sustainable environmental and economic development.
... The Survey and Research Report on the Current Situation of Green Consumption among the Chinese Public (2019 Edition) showed that 83.34% of respondents supported green consumption behavior, and green development is expected to become a new driving force to promote sustainable economic growth. Green consumption behavior is a pro-social behavior that contributes to the sustainable development of the environment and society [2]. Li Yan (2019) considers green consumption behavior as the behavior of consumers who choose to buy green products [3]. ...
Green consumption is expected to become a new driving force for sustainable economic growth. The production cost of green products leads to the existence of a green premium, which affects the willingness to pay for green consumption. Moreover, willingness to pay is influenced by the product’s own attributes, such as its hedonic and utilitarian attributes. Our study used the event-related potentials (ERPs) technique to investigate how product attributes and premiums affect information processing and subsequent decision-making by comparing consumers’ acceptance of hedonic and utilitarian green products with different levels of premiums. Behavioral results indicated that consumers were more willing to pay premiums for utilitarian attributes than for hedonic attributes. ERPs results showed that hedonic attributes induced a greater P2 component, suggesting that price increases for hedonic products elicited more cognitive attention in the early cognitive stage and that the high premium condition did not match the hedonic attributes. In the late cognitive stage, where the utilitarian attribute induced higher N4, the consumers used the green consumption concept as a reason to reduce the negative emotions generated by the hedonic attribute and thus were more willing to accept the green premium for the hedonic product. The findings can be used to explain the psychological and neural activities of consumers at different stages when faced with the degree of product attribute-premium and help companies optimize their pricing strategies by using green products’ attributes.
... There are studies showing that the shape of the logo affects the effectiveness of its impact [10,11]; such attempts were also made in Poland [12]. There was also an attempt at such an analysis with regard to sustainability [13]. However, there are methodological concerns to these studies: they took place in controlled, laboratory conditions, and not in a natural environment, they manipulated the shape and form of the logo (e.g., names were removed, fonts were changed), fictitious logos were used, and the study groups were deliberately selected, not random.). ...
The starting point of the presented research is the theory of destination marketing, in which the concept of destination branding is the key element. Destination branding models include the idea of visual brand identity, which includes the logo as a crucial element. Since the 1980s, the concept of sustainable development has shaped the society and global economy, including tourism. Tourists are increasingly guided by the analysis of the tourist area in terms of the importance of nature and the possibility of spending free time responsibly. They look for a sustainable tourist offer. Therefore, the aim of this work is to evaluate the tourist offers of Polish territorial units in terms of visual message—logo and its content, and to examine whether they comprise design components that reveal the sustainable development of the destination. The research method was content analysis of promotional signs. Sustainable development in tourism focuses on three pillars: nature, responsible tourist activity, and the historical remains protected in a sustainable way. The authors search for such images in the logos. In the conclusion, the authors summarize that elements of nature and historical heritage are strongly present in the logos, which does not mean that the tourist offer is a balanced offer.
... The more consumers know about the product, the more willing they are to buy it [80,123]. Moreover, compared with other shapes of brand labels, circular eco-labels are more likely to stimulate consumers' purchase desire [84]. Advertising is another marketing method with stronger guidance and a wider promotion scope. ...
In order to achieve sustainable development to protect the environment and society, an increasing number of scholars have conducted in-depth research on green marketing and green purchases. Although great achievements have been made in this field, there still is room for further progress. This study reviews 97 papers providing empirical research on green purchase behavior from 2015 to 2020. First, we review the widely used consumer theory and its extended application in recent years. Second, we divide the influencing factors of green purchase behavior into the following three categories and discuss them in detail: individual factors, product attributes and marketing, and social factors. Finally, we put forward the following possible directions for future research. (1) The authors can consider adjustment to the survey objects to weaken the subjectivity of the data. (2) Longitudinal research can be used to assess the impact of education and policies with a lagging effect on consumers. (3) The authors can broaden the research direction towards a cross-cultural background. (4) The behavior of various green products (such as recyclable tires, recycled glass containers, recycled paper) could be explored to enrich the research content. (5) It will be beneficial to combine a variety of consumer theories to explore the green purchase behavior of consumers and break through the existing linear hypothesis path to explore new research methods.
Sustainable consumption is a growing area of research due to the climate change and environmental degradation. The present study examines a conceptual model by integrating spirituality with cultural values from Hofstede cultural dimensions theory and constructs from Theory of Planned Behaviour (TPB) to determine sustainable consumption intention. The paper also examines the moderating role of gender. The data was gathered from 726 customers. Structural equation modelling was used to analyse the main variables influencing sustainable consumption intentions. Spirituality, collectivism and long‐term orientation were found to have a positive impact on attitudes that leads to sustainable consumption intention. Thus, this study helps to improve the predictive ability of the Theory of Planned Behaviour by incorporating spirituality as a behavioural belief and collectivism and long‐term orientation as cultural dimensions. The findings show that gender has no moderating effect. The study outlines the process for converting a person's cultural values, norms, and beliefs into a purchase intention. As a result, the research offers practitioners and decision‐makers insight into how to boost intention towards sustainable consumption.
