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

Lingling He (Nanning Normal University, Nanning, China) (Key Laboratory of Environment Change and Resources Use in Beibu Gulf, Ministry of Education, Nanning Normal University, Nanning, China) (Key Laboratory of Earth Surface Processes and Intelligent Simulation, Nanning Normal University, Nanning, China)
Miaochan Lin (Nanning Normal University, Nanning, China) (Key Laboratory of Environment Change and Resources Use in Beibu Gulf, Ministry of Education, Nanning Normal University, Nanning, China) (Key Laboratory of Earth Surface Processes and Intelligent Simulation, Nanning Normal University, Nanning, China)
Shichang Liang (School of Business, Guangxi University, Nanning, China) (China-Asean Institute of Financial Cooperation, Guangxi University, Nanning, China) (Key Laboratory of Interdisciplinary Science of Statistics and Management (Guangxi University), Education Department of Guangxi, Nanning, China)
Lixiao Geng (School of Business, Guangxi University, Nanning, China) (China-Asean Institute of Financial Cooperation, Guangxi University, Nanning, China) (Key Laboratory of Interdisciplinary Science of Statistics and Management (Guangxi University), Education Department of Guangxi, Nanning, China)
Zongshu Chen (Nanning Normal University, Nanning, China)

Asia Pacific Journal of Marketing and Logistics

ISSN: 1355-5855

Article publication date: 2 April 2024

67

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

Copyright © 2024, Emerald Publishing Limited

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