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<p>This study investigates how the aesthetic design of eco-friendly products—specifically, classical versus expressive aesthetics—shapes consumers’ green purchasing intentions, drawing on insights from consumer psychology and behavioral science. Across four methodologically diverse experiments (including field studies, laboratory tasks, and online surveys), the findings reveal that classical aesthetics—marked by simplicity and visual harmony—tend to enhance consumers’ perceptions of naturalness, which in turn promotes green purchasing intentions. However, this relationship is not uniform: individuals with high behavioral consistency, who typically align their choices with internalized environmental values, respond more positively to classical aesthetics. By contrast, for consumers lower in behavioral consistency, expressive aesthetics—characterized by novelty and complexity—may evoke a sense of naturalness through perceived uniqueness or deviation from industrial standardization, thereby also motivating eco-friendly consumption. By identifying perceived naturalness as a central cognitive-affective mechanism and behavioral consistency as a key individual-difference moderator, this research offers a more nuanced account of how aesthetic cues influence sustainability-oriented decision-making. The findings provide both theoretical contributions and actionable guidance for designers, marketers, and policymakers aiming to promote sustainable behaviors through aesthetic strategies tailored to consumer heterogeneity.</p>

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From aesthetics to action: how classical and expressive design cues shape consumers’ green purchasing intentions

  • 期刊论文

  • 发表日期：

    2025年9月25日

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  • Yuan Ma,
  • Zurina Mohaidin,
  • Salmi Mohd Isa,
  • Ran Gu,
  • Zhaoyang Sun

摘要

This study investigates how the aesthetic design of eco-friendly products—specifically, classical versus expressive aesthetics—shapes consumers’ green purchasing intentions, drawing on insights from consumer psychology and behavioral science. Across four methodologically diverse experiments (including field studies, laboratory tasks, and online surveys), the findings reveal that classical aesthetics—marked by simplicity and visual harmony—tend to enhance consumers’ perceptions of naturalness, which in turn promotes green purchasing intentions. However, this relationship is not uniform: individuals with high behavioral consistency, who typically align their choices with internalized environmental values, respond more positively to classical aesthetics. By contrast, for consumers lower in behavioral consistency, expressive aesthetics—characterized by novelty and complexity—may evoke a sense of naturalness through perceived uniqueness or deviation from industrial standardization, thereby also motivating eco-friendly consumption. By identifying perceived naturalness as a central cognitive-affective mechanism and behavioral consistency as a key individual-difference moderator, this research offers a more nuanced account of how aesthetic cues influence sustainability-oriented decision-making. The findings provide both theoretical contributions and actionable guidance for designers, marketers, and policymakers aiming to promote sustainable behaviors through aesthetic strategies tailored to consumer heterogeneity.