What Makes Eco‐Friendly Products Appear Greener? The Effect of Aesthetic Design on Consumers' Purchase Intentions

ABSTRACT “Prior research has examined numerous factors that shape consumers” purchase intentions toward eco‐friendly products, including product attributes and consumer characteristics. Nevertheless, these investigations often overlook the significance of aesthetic design classifications. This study examines the impact of visual design on consumers' purchasing intentions for eco‐friendly products. “Prior research has examined numerous factors that shape consumers” purchase intentions toward eco‐friendly products, with natural perception acting as a mediating variable. This effect is observed primarily among consumers with high environmental awareness. Conversely, those with little environmental awareness demonstrate that expressive aesthetics are more successful than classical aesthetics in enhancing purchase intention. These findings enhance the theoretical framework of product aesthetics and its impact on eco‐friendly products, while offering practical guidance for aesthetic design. These findings extend research on product aesthetics and offer practical guidance for the design of eco‐friendly products, while providing practical guidance for aesthetic design techniques in eco‐friendly products.