Which aesthetics works, classical or expressive? How and when aesthetic appearance enhances green consumption
Asia Pacific Journal of Marketing and Logistics
ISSN: 1355-5855
Article publication date: 2 April 2024
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.
Keywords
Acknowledgements
The authors thank Rulan Li, Bin Lan, Yiwei Zhang and Tingting Zhang for their help in experimental design and data collection.
Funding: This research was funded by National Natural Science Foundation of China under Grant (72162002 and 72232003); Guangxi Higher education undergraduate teaching reform project under Grant (2021JGA120); Interdisciplinary Scientific Research Foundation of Applied Economics of Guangxi University under Grant (2023 JJJXB14); National Social Science Fund Proiects under Grant (21XMZ081); Key Research Base of Humanities and Social Sciences in Guangxi Universities and Guangxi Development Strategy Institute under Grant (2023GDSIZD01); Henan Province Philosophy and Social Science Planning Project under Grant (2021BJJ110); and Guangdong Province Philosophy and Social Science Planning Project (GD20CGL47).
Citation
He, L., Lin, M., Liang, S., Geng, L. and Chen, Z. (2024), "Which aesthetics works, classical or expressive? How and when aesthetic appearance enhances green consumption", Asia Pacific Journal of Marketing and Logistics, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/APJML-12-2023-1214
Publisher
:Emerald Publishing Limited
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