Research On The Influence Of Green Brand’s Logo Color On Brand Trust

In recent years,new problems such as global climate change,rising transportation costs,and persistent organic pollutants have emerged.Environmental protection has increasingly become the focus of attention worldwide,and green marketing has become a marketing strategy for more and more companies.select.Consumer demand for green products is growing,and a recent survey shows that 95% of Chinese consumers are willing to pay a premium for green products,but at the same time more and more people are skeptical about corporate environmental initiatives,which makes Consumers are more sensitive to the moral hypocrisy of environmental behavior.On the one hand,people are willing to pay a premium for green products,but on the other hand they are skeptical about green brands.Therefore,how to alleviate consumers’ skepticism about green brands and enhance green brand trust is the key to the success of corporate green marketing.Color language gathers rich meaning and connotation in the application of human practice activities.Any color should contain its social background,cultural causes and living habits.Color has also shown an increasingly important position in the development of brand identity.Through the observation of the green brand identity in reality,most of them use green or green-based logos,but there are also other color logos,such as Black,red and blue,etc.For the green brand identity,is it the green logo that most companies use,or the brand that is unique and uses other colors? Based on the previous studies,this paper combs the relevant literature,puts forward the research hypothesis and establishes the research model,discusses the influence mechanism of green brand’s logo color on brand trust and its boundary conditions,and uses experiment 1(main effect test).And the experiment between the two groups(label color: green vs.blue)* 2(product involvement: high vs.low).Through experiments and questionnaires,this paper draws the following conclusions: First,the color of the green brand has a significant difference in the impact of consumer brand trust.Specifically,the green brand identity is higher than the nongreen brand identity.Brand trust;Second,pro-environmental awareness plays a mediating role in the process of identifying color influence on brand trust;thirdly,for different product involvement,there is a significant difference in the influence of logo color on brand trust,ie in high products.Under the degree of involvement scenario,the difference between the green logo and the non-green logo on brand trust is not significant,while in the low product involvement scenario,the difference between the green logo and the non-green logo has significant impact on brand trust.