Although consumers have ample opportunities to be exposed to nature in their daily lives, research on the potential impact of exposure to nature on consumers within the marketing field remains limited. From an environmental perspective, the present research focuses on shapes, which are commonly used in product design and brand logos, and investigates the influence and underlying mechanism of exposure to nature on consumers' shape preference through four experiments. Utilizing an implicit association test, Study 1 reveals that consumers tend to associate natural environments with rounded shapes and built environments with angular shapes. Studies 2 and 3 further demonstrate that exposure to nature affects consumers’ shape preferences. In contrast to exposure to built environments or the control group, exposure to natural environments significantly increases consumers’ relative preference for rounded (vs. angular) shape designs, with perceived congruence acting as a mediator. Study 4 demonstrate that the above effect would be attenuated for consumers with a salient competitive mindset. These findings enrich the literature on exposure to nature and shape preferences, and provide actionable implications.