Indulgent or informative logos? Effects on university students’ intention to purchase healthy and sustainable food

Andreani, Giulia; Sogari, Giovanni; Wongprawmas, Rungsaran; Menozzi, Davide; Mora, Cristina

doi:10.1016/j.ijgfs.2023.100774

Cited by 5 publications

(3 citation statements)

References 52 publications

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“…Additionally, students are generally found to purchase and use organic/green/sustainable foods (Andreani et al. , 2023), sustainable fashion products (Khare and Varshneya, 2017; Kopplin and Rösch, 2021), green vehicles (Mohiuddin et al.…”

Section: Methodsmentioning

confidence: 99%

“…Additionally, students are generally found to purchase and use organic/green/sustainable foods (Andreani et al, 2023), sustainable fashion products (Khare and Varshneya, 2017;Kopplin and Ro ¨sch, 2021), green vehicles (Mohiuddin et al, 2018), green skincare products (Hsu et al, 2017) or natural beauty products (Kim and Seock, 2009), etc. Moreover, students are found to be more likely to engage in environmentally responsible behaviour (Chakraborty et al, 2017;Runhaar et al, 2019).…”

Section: Data Collection and Sample Respondentsmentioning

confidence: 99%

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To save the environment is my moral duty: investigating young consumer’s green purchase behaviour with moderated mediation approach

Kumar

2024

SRJ

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Purpose The purpose of this study is to investigate the role of ethical obligation and environmental concern in young consumers’ green purchase behaviour using Ajzen’s (1991) theory of planned behaviour as underpinning theoretical model. Design/methodology/approach Data collected from 253 college students of a major higher education institution in Northern India were analysed by using structural equation modelling and moderated mediation analysis in AMOS 22.0 and SPSS 20.0. Findings Investigating why environmental concern does not significantly translate into green purchase intention, the study demonstrates that the effect of environmental concern was mediated through attitude and ethical obligation. In addition, the study also found that the effect of environmental concern on attitude was positively moderated by ethical obligation. Moreover, subjective norms were found to exhibit no direct effect on green purchase intention; rather, this effect was indirect and mediated through attitude and perceived behavioural control. The results of moderated mediation analysis further demonstrated that the indirect effect of subjective norms on green purchase intention through attitude was found conditional on the values of perceived behavioural control. Originality/value The study offers a valuable contribution by signifying the moderating role of ethical obligation in green purchase behaviour. It also contributes to the existing knowledge by assessing the conditional indirect effect of subjective norms on green purchase intention which is rarely examined in the literature.

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Section: Methodsmentioning

confidence: 99%

Section: Data Collection and Sample Respondentsmentioning

confidence: 99%

To save the environment is my moral duty: investigating young consumer’s green purchase behaviour with moderated mediation approach

Kumar

2024

SRJ

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“…For instance,the main and objective knowledge about organic products and visual attention to organic labeling in logos can affect purchase motivation for organic products (Giray et al, 2022). The industry attributes displayed in a logo can influence purchase intention , and logos with health-related cues can impact the purchase motivation of health-conscious consumers (Andreani et al, 2023). Lastly, the design form of logos can also influence purchase intentions.…”

Section: Conclusion and Significancementioning

confidence: 99%

Logo Impact on Consumer’s Perception, Attitude, Brand Image and Purchase Intention: A 5 Years Systematic Review

Liang,

Zainal Abidin,

Shaari

et al. 2024

IJARBSS

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The logo is the most crucial element in corporate visual identity design, and there is a growing of research and review literature on this subject. However, comprehensive literature reviews on the holistic impact of logos were not update until 2019, lacking the latest advanced knowledge. Therefore, this paper further refresh the research progress on logo in the last five years, providing a comprehensive understanding of the latest studies on how logo influence consumer perceptions, cognitions and behaviors. The paper collected 331 articles from the years 2019 to 2023 in the two databases, Web of Science and Scopus, selected 50 core articles for an in-depth thematic review and synthesis. The findings reveal that the impact of logo on consumers can be categorized into six major classes: brand awareness, brand perception, brand attitude, brand image, purchase intention, and customer loyalty, forming a systematic framework from cognition to behavior. Finally, the paper suggests that future research should supplement more effects generated by logo and explore the logical relationships between impacts, the sequence in which impacts occur, and comprehensive studies of their effects. Providing business managers and designers with more recommendations for logo design, triggering consumer purchase intention, and enhancing corporate performance.

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Sustainable brand logo selection using an AI-Supported PF-WENSLO-ARLON hybrid method

Kara,

Akagün Ergin,

Cihan Yalçın

et al. 2025

Expert Systems with Applications

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Indulgent or informative logos? Effects on university students’ intention to purchase healthy and sustainable food

Cited by 5 publications

References 52 publications

To save the environment is my moral duty: investigating young consumer’s green purchase behaviour with moderated mediation approach

To save the environment is my moral duty: investigating young consumer’s green purchase behaviour with moderated mediation approach

Logo Impact on Consumer’s Perception, Attitude, Brand Image and Purchase Intention: A 5 Years Systematic Review

Sustainable brand logo selection using an AI-Supported PF-WENSLO-ARLON hybrid method

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