4J Does Green Equal Green? Consumer Responses Towards Different Shades of Green
Green does not equal green when consumers evaluate logos of green brands colored in green. Warm instead of cold shades of green are associated with environmental friendliness translating into a green brand image.
Citation:
Stefanie Sohn and Barbara Seegebarth (2019) ,"4J Does Green Equal Green? Consumer Responses Towards Different Shades of Green", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 958-958.
Authors
Stefanie Sohn, Technische Universität Braunschweig, Germany
Barbara Seegebarth, Technische Universität Braunschweig, Germany
Volume
NA - Advances in Consumer Research Volume 47 | 2019
Share Proceeding
Featured papers
See MoreFeatured
B2. The Prevention Oriented Chameleon: Mimicry in a Prevention Orientation Leads to More Brand Trust
Judith Willberger, Technical University of Munich
Gavan Fitzsimons, Duke University, USA
Featured
Cueing Backwards: Attention Processes in Multi-Attribute Choices
Antonia Krefeld-Schwalb, Geneva School of Economics and Management
Agnes Scholz, University of Zurich
Ursa Bernadic, Geneva School of Economics and Management
Benjamin Scheibehenne, Geneva School of Economics and Management
Featured
D3. Social Exclusion and WOM about Past versus Future Experiences
Melis Ceylan, Koc University, Turkey
Ezgi Akpinar, Koc University, Turkey
Selin Atalay, Frankfurt School of Finance and Management, Germany