Which aesthetics works, classical or expressive? How and when aesthetic appearance enhances green consumption

Lingling He · Miaochan Lin · Shichang Liang · Lixiao Geng · Zongshu Chen

13 citations0/0 files storedAsia Pacific Journal of Marketing and Logistics

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Environmental Sustainability in Business Consumer Retail Behavior Studies Consumer Packaging Perceptions and Trends

Abstract

Purpose This research explores the impact of classical aesthetics (e.g. order and symmetry) and expressive aesthetics (e.g. creativity and distinctiveness) on consumer green consumption. Design/methodology/approach This research conducted three studies. Study 1 explored the main effect of appearance aesthetics (appearance: plain vs classical vs expressive) on green products purchase intention through a one-factor between-subjects design. Study 2 verified the mediating role of perceived naturalness through two types of appearance aesthetics (appearance: classical vs expressive) between-subjects design. Study 3 verified the moderating role of product identity-symbolic attributes through a 2 (product identity-symbolic attributes: non-identity-symbolic vs identity-symbolic attributes) × 2 (appearance: classical aesthetics vs expressive aesthetics) between-subjects design. Findings Consumers will be more likely to purchase a green product that has classical aesthetics appearance (vs expressive aesthetics). Perceived naturalness mediates the effect of aesthetic appearance on consumer green consumption. Product identity symbol attributes moderate this effect. Specifically, for non-identity-symbolic green products, classical aesthetics can effectively enhance consumer purchase intention. For identity-symbolic green products, expressive aesthetics can effectively enhance consumer purchase intention. Originality/value Existing research suggests that aesthetic appearance can increase consumers’ evaluation of electronic products, beauty products and food, but the difference between aesthetics has not yet been explored. This research compares two aesthetics, contributing to the literature on aesthetic appearance in green products and offering valuable insights for managers’ green products marketing.

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References

1991Why we buy what we buy: A theory of consumption values 2011The Drivers of Greenwashing 2005Self‐Construal, Reference Groups, and Brand Meaning 2003You Are What They Eat: The Influence of Reference Groups on Consumers’ Connections to Brands 1980A description of the affective quality attributed to environments.1994Special Possessions and the Expression of Material Values 2011The influence factors on choice behavior regarding green products based on the theory of consumption values 2008The impact of online store environment cues on purchase intention

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