Colour effects in green advertising
Volume: 44, Issue: 6, Pages: 552 - 562
Published: Jun 2, 2020
Abstract
Marketers often use green in marketing communications to signal sustainability, despite the lack of supportive data. This article is a report of two experiments to observe consumer reactions to advertisements that use colour to indicate the environmental friendliness. The pretest and Study 1 confirm that consumers associate green with environmental friendliness and grey with environmental unfriendliness. Thus green (grey) is more (less)...
Paper Details
Title
Colour effects in green advertising
Published Date
Jun 2, 2020
Volume
44
Issue
6
Pages
552 - 562
Citation AnalysisPro
You’ll need to upgrade your plan to Pro
Looking to understand the true influence of a researcher’s work across journals & affiliations?
- Scinapse’s Top 10 Citation Journals & Affiliations graph reveals the quality and authenticity of citations received by a paper.
- Discover whether citations have been inflated due to self-citations, or if citations include institutional bias.
Notes
History