Simpler is greener: The impact of packaging visual complexity on products' eco‐friendliness perception
基于视觉复杂度隐喻理论，通过四项实验发现包装视觉复杂度通过自然感和耐用感影响产品的环保感知，且环境威胁高时消费者更偏好简单包装。
Abstract Consumers increasingly value eco‐friendly attributes of products. Packaging serves as a medium through which consumers perceive product attributes and products convey information. However, research on the impact of packaging visual complexity on a product's perceived eco‐friendliness has not been thoroughly examined. Four studies were conducted based on visual complexity metaphor theory to examine the impact of packaging visual complexity on the eco‐friendliness perception of products. The study also investigated the mediating role of naturalness and durability perception as well as the moderating effect of external environmental threats. The results indicate that the visual complexity of packaging directly or indirectly (through perceptions of naturalness and durability) affects the eco‐friendliness perception of products. Furthermore, under high environmental threats, consumers exhibit a stronger eco‐friendly perception and purchase intention towards products with simple packaging. Eco‐friendliness perception mediates the relationship between packaging visual complexity and purchase intentions. This study contributes to the literature on visual complexity metaphors and eco‐friendly packaging and complements our knowledge of how visual packaging characteristics influence the perception of product attributes. The results provide valuable insights for marketing managers on how to use the visual complexity of packaging design to effectively convey product information.