Xiaojun Ding

Xiaojun Ding

Xiaojun Ding is a researcher and co-author of the 2020 paper on logo shape and green consumption.

Who they are

The work of Xiaojun Ding reaches this site through the paper listed below. The name is tied to Logo Shape.

Key papers

Xu, L., Yu, F., & Ding, X. (2020). Circular-Looking Makes Green-Buying: How Brand Logo Shapes Influence Green Consumption. Sustainability, 12(5), 1791. What it reports: Three studies: circular logos more effective than angular for green product consumption; self-construal mediates; effect disappears under high power priming.

Key ideas

Logo Shape: The circular or angular form of a logo, and the judgments people draw from it.

Sources

  1. Xu, L., Yu, F., & Ding, X. (2020). Circular-Looking Makes Green-Buying: How Brand Logo Shapes Influence Green Consumption. Sustainability, 12(5), 1791.