Greed Or Green? the Impact of the Color Green on Conservation of Monetary and Natural Resources

Nina Mazar, University of Toronto, Canada
Eugene Caruso, University of Chicago, USA
Chen-Bo Zhong, University of Toronto, Canada
The color green signifies both nature and money. We explore whether priming the color green elicits different behaviors depending on the context in which the prime-relevant associations are activated. We find that exposure to green increased selfishness in a financial decision-context, but decreased it in an environmental decision-context.
[ to cite ]:
Nina Mazar, Eugene Caruso, and Chen-Bo Zhong (2011) ,"Greed Or Green? the Impact of the Color Green on Conservation of Monetary and Natural Resources", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 194-195.