... of perceived naturalness. Study 2 examined the effect of high creativity on the relationship between image type and eco-purchase intentions and the mediating role of perceived novelty. Study 3 replicated the findings using a different eco-product category to verify the robustness and generalizability...

... This research conducted three studies. Study 1 explored the main effect of appearance aesthetics (appearance: plain vs classical vs expressive) on green products purchase intention through a one-factor between-subjects design. Study 2 verified the mediating role of perceived naturalness through two types...