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.Sustainability 2020, 12, 1791 2 of 13 extending previous studies of brand logo design to the field of green consumption, it also deepens the understanding of mechanisms underlying green consumption. Importantly, since we tried to investigate the mechanism underlying green consumption from a psychological perspective, our research also contributes to the Psychology of Sustainability and Sustainable Development, which is a new research area developed by Di Fabio [8-10].
Logo Shapes and Green ConsumptionBrand logos, as visual representations of brands, have been demonstrated to play a significant role in brand performance [7]. Specifically, findings in marketing provide evidence that brand logo design has many downstream effects, such as brand preference [11], brand awareness [12], purchase intention [13,14] and even actual food intake [15].A brand logo usually contains multiple visual design elements, such as shape [16,17], color [18][19][20], and typeface [21]. Prior research has shown that these different brand logo elements are perceived by consumers in terms of not only their technical properties but also their symbolic associations [14,22]. Symbolic associations refer to abstract properties that brands do not objectively have but implicitly convey to consumers [17,23], and they have been found to influence brand evaluations, consumption intentions, as well as consequent behaviors [14,24,25]. People exposed to Apple logos, for instance, behave more creatively compared with people exposed to IBM logos [26].Although brand logos have innumerable different shapes, generally speaking, logo shapes can be classified as angular, circular, or a combination of both [17]. Angular shapes are characterized by sharp angles and straight lines, while circular shapes are typically curved. The empirical marketing literature suggests that angular and circular logo shapes can elicit different symbolical associations such as hardness and softness [17]. More importantly, studies have shown that angular and circular shapes are related to social perceptions. While angular shapes activate associations with traits such as energetic and tough, circular shapes activate associations with traits such as friendly and harmonious [27]. In addition, compa...