AEMPS

The Influence Mechanism of Visual Cues on Sustainable Consumption: An Experimental Analysis of Color, Eco-Label Type, and Salience

Author

Yuye Zhong * 1

1 Soochow University

Corresponding Author

Yuye Zhong

Keywords

visual cues, sustainable consumption, environmental perception, purchase intention

Abstract

Against the backdrop of increasingly severe global environmental challenges,sustainable consumption has become an important component of global environmental protection.Visual cues have an important impact on sustainable consumption behavior.This study explores the influence of color,ecological label type and ecological label significance on consumers' environmental perception and purchase intention through experiments.The experiment design covers three product—potato chips,shampoo,and garbage bags.The results show that environmentally friendly color can enhance consumers' perception of environmental protection,but the impact on purchase behavior is different between different product categories.Third-party certified eco-labels is not significantly superior to the enterprise self-declaration label in terms of environmental perception and purchase intention.The influence of label salience (size) on environmental perception and purchase intention is moderated by product category.These findings suggest that product categories and consumption situations should be considered when designing visual cues, which provides a theoretical basis for the effective formulation of visual strategies for sustainable marketing.

Citation

Yuye Zhong. The Influence Mechanism of Visual Cues on Sustainable Consumption: An Experimental Analysis of Color, Eco-Label Type, and Salience. AEMPS (2026) Vol. 264: 134-145. DOI: 10.54254/2754-1169/2026.BJ32779.

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