Unlocking the secrets of green semiotics: The revolutionary power of eco-symbols in transforming consumer perceptions and catalyzing behavioral shifts in emerging markets.

This study delves into the intriguing dynamics between green semiotics and brand experiences, examining how elements like color, image, logo, and font not only shape brand experiences towards eco-friendly products but also influence green consumer behavior and thinking. Conducting a survey among 357 Thai consumers, this research uses Covariance-based Structural Equation Modeling (CB-SEM) to unearth the complex relationships between these semiotic elements and the multifaceted dimensions of brand experience-cognitive, sensory, emotional, and cultural. Surprisingly, the analysis revealed a predominantly negative impact of green semiotics on consumer perceptions, challenging the prevailing notion that eco-friendly branding consistently engenders positive reactions.