Seeing Green and Going Green: the Effects of Priming on Environmentally Friendly Behavior

Chrissy Martins, Hagan School of Business, Iona College
Fredrica Rudell, Hagan School of Business, Iona College
This research examines how priming the color green leads individuals to act “green.” Across three studies, we examine how priming individuals with the color green leads to an increase in environmentally friendly behaviors. We discuss potential explanations for these results, as well as suggest routes for future research to examine.
[ to cite ]:
Chrissy Martins and Fredrica Rudell (2014) ,"Seeing Green and Going Green: the Effects of Priming on Environmentally Friendly Behavior", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 799-799.