TY - JOUR
T1 - The Influence of Clothing Logo Color on Consumers’ Green Purchase Intention
AU - Zhang , Yi-Dan
AU - Jiang , Xiao-Feng
JO - Journal of Fiber Bioengineering and Informatics
VL - 3
SP - 151
EP - 162
PY - 2024
DA - 2024/11
SN - 17
DO - http://doi.org/10.3993/jfbim03062
UR - https://global-sci.org/intro/article_detail/jfbi/23561.html
KW - Brand identity, Color, Brand image relevance, Green purchase intention.
AB - <p style="text-align: justify;">As a visual symbol of information, brand identity influences consumers’ perception of brand image
and their purchase intention. However, few literatures have examined the influence of brand identity
color on consumers’ purchase intention. The present study takes the green brand logo of clothing as
a stimulus material to explore the green symbol of its color and the influence of consumers’ green
consumption intention. The results show that (1) the color of clothing brand logo has a significant
impact on consumers’ green consumption intention. Consumers have the strongest purchase intention
aroused by green clothing brand logos, and the weakest purchase intention aroused by red and purple
clothing brand logos. (2) Consumers have the strongest purchase intention provoked by dark-colored
clothing brand logos, and the weakest purchase intention provoked by light-colored clothing brand logos;
(3) Green purchase intention is highly correlated with the symbol of clothing brand logo color.</p>