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

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.


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.


Nina Mazar, University of Toronto, Canada
Eugene Caruso, University of Chicago, USA
Chen-Bo Zhong, University of Toronto, Canada


NA - Advances in Consumer Research Volume 39 | 2011

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