Xiao Chunqu, Wang Haoyuan, Zhou Yayu, Li Qingyi
College of Business, Shaoxing University, Shaoxing, China.
School of Management, University at Buffalo, Buffalo, NY, United States.
Front Psychol. 2023 Jan 9;13:1035021. doi: 10.3389/fpsyg.2022.1035021. eCollection 2022.
The visual design of environmentally friendly products has a strong influence on consumer decisions. The study offers a novel insight, suggesting that consumers' perceptions of environmentally friendly products may be affected by the visual density design.
Four experiments tested the effect of visual density on the perceived greenness of environmentally friendly products.
Study 1 showed that perceived greenness was higher for environmentally friendly products with low visual density design. Study 2 repeatedly confirmed this impact and found that perceived production cost acted as a mediating factor. Study 3 and 4 found two boundary conditions for this effect. Study 3 showed that the effect of visual density design attenuated for consumers with weak holistic thinking. Study 4 further revealed that when emphasizing the use of environment-friendly materials, the effect of visual density design was also attenuated.
The findings enrich the discussion on the visual design of green products, extend the effect of visual density on consumer attitudes, and provide practical implications for marketers to choose the appropriate appearance for environmentally friendly products.
环保产品的视觉设计对消费者决策有很大影响。该研究提供了一个新颖的见解，表明消费者对环保产品的认知可能会受到视觉密度设计的影响。
四项实验测试了视觉密度对环保产品感知绿色程度的影响。
研究1表明，视觉密度设计较低的环保产品的感知绿色程度更高。研究2反复证实了这一影响，并发现感知生产成本起到了中介作用。研究3和4发现了这种影响的两个边界条件。研究3表明，对于整体思维较弱的消费者，视觉密度设计的影响减弱。研究4进一步揭示，当强调使用环保材料时，视觉密度设计的影响也会减弱。
这些发现丰富了关于绿色产品视觉设计的讨论，扩展了视觉密度对消费者态度的影响，并为营销人员为环保产品选择合适外观提供了实际意义。
