Contours of trust: the power of shape in sustainabilitylabels

Donato, C and Adıgüzel, F ORCID: https://orcid.org/0000-0002-5289-1701, 2026. Contours of trust: the power of shape in sustainabilitylabels. Psychology and marketing. ISSN 0742-6046

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Abstract

Despite extensive research on the effectiveness of sustainability labels, the role of logo shapes in conveying sustainabilityattributes remains underexplored. Our research investigates how angular versus circular certification logos can influenceconsumer trust and perceptions of sustainability. Findings from six studies (four experimental studies and two surveys,N = 1606) reveal that angular shapes, associated with strength, competence, and reliability, are more effective for environmental sustainability labels that emphasize technical proficiency and ecological competence. In contrast, circular shapes, associatedwith warmth and inclusivity, are better suited to social sustainability labels, which focus on values like fairness and communitywell‐being. These insights provide actionable recommendations for brand managers, logo designers, and policymakers seekingto optimize sustainability communication through strategic logo design.

Item Type:	Journal article
Publication Title:	Psychology and marketing
Creators:	Donato, C. and Adıgüzel, F.
Publisher:	Wiley
Date:	13 January 2026
ISSN:	0742-6046
Identifiers:	Number Type 10.1002/mar.70104 DOI 2558437 Other
Rights:	This is the peer reviewed version of the following article: Adıgüzel, F and Donato, C, 2026. Contours of trust: the power of shape in sustainabilitylabels. Psychology and marketing, which has been published in final form at https://doi.org/10.1002/mar.70104 This article may be used for non-commercial purposes in accordance with Wiley Terms and Conditions for Use of Self-Archived Versions. This article may not be enhanced, enriched or otherwise transformed into a derivative work, without express permission from Wiley or by statutory rights under applicable legislation. Copyright notices must not be removed, obscured or modified. The article must be linked to Wiley’s version of record on Wiley Online Library and any embedding, framing or otherwise making available the article or pages thereof by third parties from platforms, services and websites other than Wiley Online Library must be prohibited.
Divisions:	Schools > Nottingham Business School
Record created by:	Jonathan Gallacher
Date Added:	19 Jan 2026 16:55
Last Modified:	19 Jan 2026 16:57
URI:	https://irep.ntu.ac.uk/id/eprint/55079

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