营销领域视觉线索对可持续消费行为的影响及其作用机制
The effects of visual cues on sustainable consumer behavior and their underlying mechanisms
孙瑾 1张佳佳2
作者信息
- 1. 对外经济贸易大学国际商学院
- 2. 辽宁大学经济学部新华国际商学院
- 折叠
摘要
视觉元素是消费者感知环境刺激、加工产品信息的重要输入，对可持续消费决策具有重要影响。针对现有关于视觉元素影响可持续消费的研究较为碎片化、结论零散甚至矛盾等问题，本文基于视觉元素所传递的象征意义与物理功能差异，将色彩、图像、字体、标识、立体形态与材质等元素归类为图形线索与结构线索，并系统梳理其对绿色购买、可持续使用与循环处置等行为的影响。为推进视觉线索作用机制的结构化研究，本文借鉴可持续消费决策中的合意性与可行性考量，从意义价值评估与执行可能性判断两个维度，构建视觉线索影响可持续消费的解释框架。具体而言，图形线索主要通过合意性路径发挥作用，概念隐喻与认知图式等机制具有较强解释力；结构线索主要通过可行性路径发挥作用，可供性与自动分类等机制具有较强解释力。此外，为丰富视觉线索作用效果的边界研究，本文从个体层、产品层与环境层挖掘影响视觉线索效应的调节因素。未来可进一步比较两类线索的相对效应，拓展视觉线索的分类维度，深入探讨可持续消费行为的多样化表现，并在数字化场景与互动媒介中推进多感官整合研究。
Abstract
Visual elements are central to consumer judgment and decision making, directing attention, shaping inferences, and influencing behavior across purchasing, use, and disposal decisions. Yet research on the role of visual elements in sustainable consumption remains fragmented, with findings that are often context dependent and, at times, seemingly inconsistent. To organize and reconcile this literature, we develop an integrative framework that distinguishes between two broad categories of visual cues: graphic cues and structural cues. Graphic cues, such as color, imagery, typeface, and logos, primarily communicate symbolic meanings, whereas structural cues, such as product form and material, convey information about an objects physical properties and functional characteristics. Building on this framework, we systematically review how graphic and structural cues influence sustainable consumption across three key stages: green purchasing, sustainable use, and circular disposal. Further, to integrate the diverse mechanisms identified in prior research, we build on the literature on desirability and feasibility in sustainable consumption decision making to develop an explanatory framework organized around two fundamental judgments, value-meaning evaluation and implementation-feasibility assessment. Specifically, graphic cues primarily influence sustainable consumption through the desirability pathway, with conceptual metaphor and cognitive schema accounting for their effects. By contrast, structural cues primarily operate through the feasibility pathway, with affordance and automatic categorization explaining how these cues influence sustainable consumption decisions and behaviors. We further synthesize boundary conditions related to individual differences, product characteristics, and consumption contexts. Finally, we outline several promising directions for future research, including comparing the relative influence of graphic and structural cues, refining and extending the classification of visual cues, broadening the range of sustainable consumption behaviors under investigation, and examining multisensory integration in digital and interactive environments.关键词
视觉线索/绿色购买/可持续使用/循环处置Key words
visual cues/green purchase/sustainable use/circular disposal引用本文复制引用
孙瑾,张佳佳.营销领域视觉线索对可持续消费行为的影响及其作用机制[EB/OL].(2026-07-27)[2026-07-30].https://chinaxiv.org/abs/202607.00266.学科分类
环境管理/废物处理、废物综合利用
